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Abstract:

The practice of branding geographic locations such as countries, regions, cities and towns is increasing, yet there is a

paucity of published research on the topic. The literature, such as it is, suggests that branding in such cases is at best

complex and at worst impossible. This paper reports on a qualitative study of 12 `cities' in the UK which sought to

explore the role which branding plays in the marketing of these locations. The study purposefully excluded large cities

such as London, Manchester and Glasgow, which have received extensive media attention. The results suggest thatbranding as a concept was seen as relevant but not always understood or applied effectively. The study provides

insights into the key factors which affect the development of locations as brands. The four factors identified as being

of particular significance were organisational complexity and control, the management of partnerships, product

complexity and the measurement of success. The study concludes, nevertheless, that the branding of locations is not

impossible and recommends an agenda for future research to address the key factors identified.Journal of Brand

Management (2001) 9, 127-142; doi:10.1057/palgrave.bm.2540060

Document Type: Research article

DOI: 10.1057/palgrave.bm.2540060

Publication date: 2001-11-01

Related content

Location branding: A study of the branding practices of 12English citiesAuthor: Hankinson, G

Source:The Journal of Brand Management, Volume 9, Number 2, 1 November 2001 , pp. 127-142(16)

Publisher:Palgrave Macmillan

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Document Information:

Title: The six conventions of corporate branding

Author(s): Simon Knox, (Cranfield Centre for Advanced Research in Marketing,Cranfield School of Management, Cranfield, UK),David Bickerton,(Cranfield Centre for Advanced Research in Marketing, Cranfield

School of Management, Cranfield, UK)

Citation: Simon Knox, David Bickerton, (2003) "The six conventions of

corporate branding", European Journal of Marketing, Vol. 37 Iss: 7/8,

pp.998 - 1016

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Keywords: Action research,Branding,Convergence,Corporate identity

Article type: Conceptual Paper

DOI: 10.1108/03090560310477636(Permanent URL)

Publisher: MCB UP Ltd

Abstract:

In increasingly competitive markets, branding is of growing interest to business-to-business (B2B) firms. Despite an

increased interest in branding, and the predominance of branding in consumer markets, B2B branding has received

scant attention from academics. In this paper it is argued that organisational buyers can be influenced by both

rational and emotional brand values and that B2B brands can surmount functional capabilities to create an emotional

connection with buyers. The development and communication of emotional brand values may enhance the potential

for value creation and be a means of developing a sustainable differential advantage. For B2B brands to connect with

organisational customers, emotional brand values need to be communicated effectively both within the organisation

as well as externally through the industrial sales force. A model is proposed that shows how B2B brands shouldreflect a greater balance between functional and emotional values. There is a clear need for further research into the

way in which brands are used, communicated and perceived in B2B markets.Journal of Brand Management (2004)

11, 403-419; doi:10.1057/palgrave.bm.2540185

Document Type: Research article

he power of emotion: Brand communication in business-to-business marketsAuthors: Lynch, Joanne

1; de Chernatony, Leslie

2

Source:The Journal of Brand Management, Volume 11, Number 5, 1 May 2004 , pp. 403-419(17)

Publisher:Palgrave Macmillan

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