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Towards brand ecology: An analytical semiotic framework for interpreting the emergence of place brands
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2013 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 13, no 3, 365-383 p.Article in journal (Refereed) Published
Abstract [en]

Brand-management philosophy has recently expanded to include public and spatial contexts producing a cacophony of logos, slogans and events all aimed at promoting and marketing places. Yet, there is still a lack of understanding about how the brand management philosophy changes when moving into and across places and in which way places change when affected by this way of thinking. Through a multi-site ethnography of three Italian territories, this paper applies a semiotic framework (based on the constructs  of syntax, semantics and pragmatics) to interpret the interweaving of procedures, mechanisms and symbols that underpin the emergence of place brands. The enquiry reveals that each place brand is characterised by a specific level of integration (‘symbiosis’) between functional and representational dimensions. By recognising this interrelatedness through an ecological perspective that focuses on the connections among all the constituents of a place, the concept of brand ecology is offered to unpack the complexity of place brands and to reconsider the relationship between place branding and place marketing approaches.

Place, publisher, year, edition, pages
2013. Vol. 13, no 3, 365-383 p.
Keyword [en]
Brand ecology, ecological perspective, place branding, place marketing, semiotics, space
National Category
Business Administration
URN: urn:nbn:se:su:diva-92892DOI: 10.1177/1470593113489704ISI: 000323368500007OAI: diva2:643038
Available from: 2013-08-25 Created: 2013-08-25 Last updated: 2013-09-16Bibliographically approved

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Giovanardi, MassimoLucarelli, Andrea
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