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Economic Geographies of Brands and Branding

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  • Andy Pike

Abstract

Brands and branding are an underinvestigated area in economic geography. Despite their pervasive growth as sources and carriers of meaning and value, the economic geographic dimensions of brands and branding lack conceptual clarity and remain undertheorized. This article introduces the idea of geographical associations to provide stronger conceptual and theoretical foundations to explain the importance and role of brands and branding in economic geographies. It then builds on and critically examines the worth of this understanding in an empirical exploration of the Burberry brand and its branding in the luxury fashion business. The argument is that conceiving of the geographical associations constituting the economic geographies of brands and branding explains their role as means of cohering and stabilizing meaning and value in spatial circuits. Concerted attention to brands and branding can broaden the reach of economic geography in its intersections between cultural and political economy.

Suggested Citation

  • Andy Pike, 2013. "Economic Geographies of Brands and Branding," Economic Geography, Taylor & Francis Journals, vol. 89(4), pages 317-339, October.
    • Handle: RePEc:taf:recgxx:v:89:y:2013:i:4:p:317-339
    DOI: 10.1111/ecge.12017
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    Cited by:

    1. Pradeep K. Chintagunta & Junhong Chu, 2021. "Geography as branding: Descriptive evidence from Taobao," Quantitative Marketing and Economics (QME), Springer, vol. 19(1), pages 53-92, March.
    2. Philip Boland & Stephen McKay, 2021. "Personality association and celebrity museumification of George Best (with nods to John Lennon)," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(4), pages 409-419, December.
    3. Ibert, Oliver & Hess, Martin & Kleibert, Jana & Müller, Felix & Power, Dominic, 2019. "Geographies of dissociation: Value creation, ‘dark’ places, and ‘missing’ links," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(1), pages 43-63.
    4. Ida Andersson & Laura James, 2018. "Altruism or entrepreneurialism? The co-evolution of green place branding and policy tourism in Växjö, Sweden," Urban Studies, Urban Studies Journal Limited, vol. 55(15), pages 3437-3453, November.
    5. Cheng‐Yi Lin, 2021. "State Strategy in the Trans‐Local Branding of a Creative Industry Cluster: A Case Study of the Product Design Industry in Taipei," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 112(3), pages 274-287, July.
    6. Pamela K. Robinson & Linda Hsieh, 2016. "Reshoring: a strategic renewal of luxury clothing supply chains," Operations Management Research, Springer, vol. 9(3), pages 89-101, December.
    7. Evan Cleave & Godwin Arku & Merlin Chatwin, 2019. "Are they Surgeons? or are they Plumbers? Assessing the Role of Private Sector Consultants in Place Branding and Other Place-Based Economic Development Strategies," Public Organization Review, Springer, vol. 19(2), pages 179-200, June.
    8. Inès Hassen & Massimo Giovanardi, 2021. "Deflecting national ideologies: Exploring identity management trajectories of medium-sized cities," Environment and Planning A, , vol. 53(6), pages 1525-1546, September.
    9. Xialei Duan & Lawal Mohammed Marafa & Chung-Shing Chan & Han Xu & Lewis T. O. Cheung, 2020. "Measuring the Gaps in the Projected Image and Perceived Image of Rural Tourism Destinations in China’s Yangtze River Delta," Sustainability, MDPI, vol. 12(12), pages 1-16, June.
    10. Amir Maghssudipour & Annalisa Caloffi & Marco Bellandi & Letizia Donati, 2022. "Language as a regional driver of the trade of place-sensitive products: The case of made-in-Italy goods," Working Papers - Economics wp2022_09.rdf, Universita' degli Studi di Firenze, Dipartimento di Scienze per l'Economia e l'Impresa.
    11. Kleibert, Jana M., 2021. "Geographies of Marketization in Higher Education: Branch Campuses as Territorial and Symbolic Fixes," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 97(4), pages 315-337.
    12. Di Wu & Neil M. Coe, 2023. "Bottom-up cluster branding through boundary spanners: The case of the Jingdezhen ceramics cluster in China," Urban Studies, Urban Studies Journal Limited, vol. 60(14), pages 2874-2900, November.
    13. Flikkema, Meindert & Castaldi, Carolina & de Man, Ard-Pieter & Seip, Marcel, 2019. "Trademarks’ relatedness to product and service innovation: A branding strategy approach," Research Policy, Elsevier, vol. 48(6), pages 1340-1353.
    14. Patrizia Casadei & Neil Lee, 2020. "Global cities, creative industries and their representation on social media: A micro-data analysis of Twitter data on the fashion industry," Environment and Planning A, , vol. 52(6), pages 1195-1220, September.

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