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Brand transformation: a performative approach to brand regeneration
Stockholm University, Faculty of Social Sciences, Stockholm Business School.
2015 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 31, no 1-2, 84-106 p.Article in journal (Refereed) Published
Abstract [en]

Traditional brand management literature largely implies that the brand regeneration process is linear, atomistic and rather harmonic, thus reducing the complexity of the process to individual parts that can be managed rationally and logically in sequence. By ontologically as well as epistemologically adopting a performative approach where brands are seen as loose performative assemblages, the present article suggests instead that the brand regeneration process is truly processual, multiple and political. A specific brand regeneration process should be seen as relationally spatial and as only one of several possible ‘realities’. The argument is based on an analysis of a 5-year-long case study of the branding of Stockholm, inspired by a Latourian hybrid fieldwork approach. Based on the analysis, the novel concept ‘brand transformation’ is suggested to frame the characteristics and complexities of the brand regeneration process.

Place, publisher, year, edition, pages
2015. Vol. 31, no 1-2, 84-106 p.
Keyword [en]
brand regeneration, brand transformation, political, processual, multiple, relational space, performativity, assemblage
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-110046DOI: 10.1080/0267257X.2014.982688OAI: oai:DiVA.org:su-110046DiVA: diva2:768752
Available from: 2014-12-04 Created: 2014-12-04 Last updated: 2017-12-05Bibliographically approved
In thesis
1. The Political Dimension of Place Branding
Open this publication in new window or tab >>The Political Dimension of Place Branding
2015 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Place branding is commonly understood as the application of marketing and commercial ideas, strategies, measurements and logic to the realm of places such as cities, regions and nations. Nevertheless, place branding is also understood as the locus where political activities – imbued with political impact and political effects – appear and affect the soft and hard infrastructures of urban agglomeration and other spatial environments. In this regard, by performing an analysis that helps unpack the multiple characters and impacts of political structures and processes in relation to place branding activities, the present dissertation aims to offer a conceptualization of the political dimension of place branding. By drawing on the critical assessment of the academic literature on place branding and on a series of studies about the branding processes in the region of Romagna and in the Greater Stockholm, the present dissertation further specifies an alternative conceptual framework (i.e. ecological politics) that suggests how place branding should be seen an empirical and theoretical political apparatus that acts, in praxis, based on an emerging, multifaceted and spatio-temporal enfolding of politics. More specifically, the ecological politics of place branding is characterized by four main aspects: the unfolding of a biopolitical ecology around place-branding practices; the ideological appropriation of place-branding processes; the positioning through politicized actions between the interest groups; and finally place-branding as a process of policy-intervention. Finally, on more general level, the present dissertation, by recognizing the political activities and efforts of place branding as crucial elements to be analyzed, makes the case for a more explicit, complex and manifold political analysis of the political dimension of place branding, which allows attention to be given to the impact that branding processes, practices and activities have on cities, regions and nations

Place, publisher, year, edition, pages
Stockholm: Stockholm Business School, Stockholm University, 2015. 107 p.
Keyword
politics, ecology, place branding, policy, positioning, ideology, biopolitical, complexity, spatio-temporal
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-123689 (URN)978-91-7649-222-2 (ISBN)
Public defence
2016-02-05, Gröjersalen, hus 3, Kräftriket, Roslagsvägen 101, 13:00 (English)
Opponent
Supervisors
Note

At the time of the doctoral defense, the following paper was unpublished and had a status as follows: Paper 4: Manuscript.

 

Available from: 2016-01-13 Created: 2015-12-02 Last updated: 2015-12-16Bibliographically approved

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