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Branding destinations: symbolic and narrative representations and co-branding

Author

Listed:
  • Jennifer Rowley

    (Manchester Metropolitan University)

  • Sonya Hanna

    (Bangor University)

Abstract

This article explores the presence of symbolic and narrative representations on destination websites, and the explicit presence of co-branding in the form of partner logos. In contrast to previous research that tends to focus on case studies, this article adopts a survey approach. The study undertakes a content analysis of the websites of the 82 destinations identified on the VisitBritain website, including cities, regions, towns, villages and islands. On these websites, there is strong evidence of symbolic branding in the form of logos. However, less than half have a clear brand narrative in the form of a slogan. In addition, less than half exhibit some form of explicit co-branding, and where co-branding is evident, it is often limited to development agencies of the city or county council. Furthermore, most villages, towns and small islands lack a brand narrative and do not engage in co-branding. Accordingly, whilst destinations do have a website and a logo, there is a deficit with regard to brand narratives and co-branding.

Suggested Citation

  • Jennifer Rowley & Sonya Hanna, 2020. "Branding destinations: symbolic and narrative representations and co-branding," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 328-338, May.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:3:d:10.1057_s41262-019-00180-8
    DOI: 10.1057/s41262-019-00180-8
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    References listed on IDEAS

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    1. João R Freire, 2016. "Managing destination brand architecture – The case of Cascais Municipality," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(1), pages 78-90, February.
    2. Kolbe, Richard H & Burnett, Melissa S, 1991. "Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 243-250, September.
    3. Liwu Hsu & Susan Fournier & Shuba Srinivasan, 2016. "Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns," Journal of the Academy of Marketing Science, Springer, vol. 44(2), pages 261-280, March.
    4. Zenker, Sebastian & Braun, Erik & Petersen, Sibylle, 2017. "Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors," Tourism Management, Elsevier, vol. 58(C), pages 15-27.
    5. Rodríguez-Molina, M.A. & Frías-Jamilena, D.M. & Castañeda-García, J.A., 2015. "The contribution of website design to the generation of tourist destination image: The moderating effect of involvement," Tourism Management, Elsevier, vol. 47(C), pages 303-317.
    6. Rabbiosi, Chiara, 2016. "Place branding performances in tourist local food shops," Annals of Tourism Research, Elsevier, vol. 60(C), pages 154-168.
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    Cited by:

    1. Shaun M. Powell, 2020. "Journal of Brand Management: year end review 2020," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 623-628, November.

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