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Discussions between Place Branding and Territorial Brand in Regional Development—A Classification Model Proposal for a Territorial Brand

Author

Listed:
  • Giovana Goretti Feijó de Almeida

    (CiTUR, 2411-901 Leiria, Portugal)

  • Lucília Cardoso

    (CiTUR, 2411-901 Leiria, Portugal)

Abstract

There is a clear controversy between the concepts of place branding and territorial brand in the context of regional development, with different meanings being attributed depending on the regions of the world. On the one hand, there are the typological designations attributed to place branding coupled with marketing, and on the other hand, the typologies attributed to local governance and often mixed with the territorial brand but not considering the regional development. This discrepancy creates a gap in the scientific literature for a uniform classification model for the territorial brand. To fill this gap, this study adopts qualitative content analysis, and its main objective is to present a uniform territorial brand classification model. Through a review of the scientific literature on the subject, 18 variables were found to build the theoretical model, which was then applied to the analysis of 60 territorial brands. The results of this study led to the Territorial Brand (TRbrand) Classification Model, with 16 dimensions of analysis and generated 13 concepts. The conclusions reveal a new typological classification model for the territorial brand in regional development, the TRbrand Classification Model, which includes the brand, the territory, the cultural diplomacy, the local governance, the social actors, and the regional development.

Suggested Citation

  • Giovana Goretti Feijó de Almeida & Lucília Cardoso, 2022. "Discussions between Place Branding and Territorial Brand in Regional Development—A Classification Model Proposal for a Territorial Brand," Sustainability, MDPI, vol. 14(11), pages 1-24, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:11:p:6669-:d:827549
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    References listed on IDEAS

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    1. Graham Hankinson, 2015. "Rethinking the Place Branding Construct," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 13-31, Springer.
    2. Anabela Dinis, 2004. "Marketing territorial: Um instrumento necessário para a competitividade das regiões rurais e periféricas," Working Papers de Gestão, Economia e Marketing (Management, Economics and Marketing Working Papers) m02/2004, Universidade da Beira Interior, Departamento de Gestão e Economia (Portugal).
    3. Teemu Moilanen & Seppo Rainisto, 2009. "How to Brand Nations, Cities and Destinations," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-58459-4.
    4. Barbora Gulisova & Chris Horbel & Egon Noe, 2021. "Rural place branding from a multi-level perspective: a Danish example," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(3), pages 231-248, September.
    5. Cardoso, Lucília & Dias, Francisco & de Araújo, Arthur Filipe & Andrés Marques, Maria Isabel, 2019. "A destination imagery processing model: Structural differences between dream and favourite destinations," Annals of Tourism Research, Elsevier, vol. 74(C), pages 81-94.
    6. Bernard Pecqueur, 2005. "O desenvolvimento territorial," Post-Print halshs-00265131, HAL.
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    Citations

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    Cited by:

    1. Filipa Campos & Conceição Gomes & Lucília Cardoso & Luís Lima Santos, 2022. "Management Accounting Practices in the Hospitality Industry: The Portuguese Background," IJFS, MDPI, vol. 10(4), pages 1-18, September.
    2. Anna Matwiejczyk, 2023. "Place Branding Approach within Functional Urban Areas—Evidence from Poland," Sustainability, MDPI, vol. 15(15), pages 1-15, August.
    3. Giovana Goretti Feijó de Almeida & Paulo Almeida & Lucília Cardoso & Luís Lima Santos, 2023. "Uses and Functions of the Territorial Brand over Time: Interdisciplinary Cultural-Historical Mapping," Sustainability, MDPI, vol. 15(8), pages 1-16, April.
    4. Eunice Lopes & Noelia Araújo-Vila & André Riani Costa Perinotto & Lucília Cardoso, 2022. "Tourism and Land Planning in Natural Spaces: Bibliometric Approach to the Structure of Scientific Concepts," Land, MDPI, vol. 11(11), pages 1-19, October.
    5. Adamus-Matuszyńska Anna & Dzik Piotr, 2023. "The Place as a Brand. Theory and Practise of the Place Branding," Economics and Culture, Sciendo, vol. 20(1), pages 17-29, June.

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