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Place Branding: the Need for an Evaluative Framework PLACE BRANDING: THE NEED FOR AN EVALUATIVE FRAMEWORK JOLANTA RUZINSKAITE A thesis submitted to the University of Huddersfield in partial fulfilment of the requirements for the degree of Doctor of Philosophy April 2015 Place branding: the need for an evaluative framework 2015 CONTENTS LIST OF FIGURES .............................................................................................. 8 LIST OF TABLES .............................................................................................. 11 ACKNOWLEDGEMENTS ................................................................................ 13 ABBREVIATIONS ............................................................................................. 14 PUBLICATIONS ................................................................................................ 15 ABSTRACT ......................................................................................................... 16 CHAPTER 1: INTRODUCTION ...................................................................... 18 1.0 CONTEXT AND RATIONALE ............................................................................. 18 1.1 RESEARCH FOCUS ........................................................................................... 18 1.2 THE RESEARCH NEED ...................................................................................... 21 1.3 AIMS AND OBJECTIVES OF THE STUDY............................................................ 28 1.4 OUTLINE RESEARCH DESIGN .......................................................................... 29 1.4.1 STRUCTURE OF THE THESIS ......................................................................... 31 1.5 CONCLUSIONS ................................................................................................. 32 CHAPTER 2: MANCHESTER ......................................................................... 34 2.1 INTRODUCTION ............................................................................................... 34 2.1.1 COMMON TERMS .......................................................................................... 35 2.2 THE HISTORY OF MANCHESTER EXPLAINED THROUGH ITS BRANDING APPROACHES ......................................................................................................... 37 2.2.1 MANCHESTER – INDUSTRIAL CITY .............................................................. 38 2.2.2 MANCHESTER IN DECLINE ........................................................................... 39 2.2.3 MANCHESTER IN THE 1980’S ....................................................................... 40 2.2.4 MANCHESTER IN 1990’S .............................................................................. 42 2.2.4.1 MANCHESTER IN LATE 1990S ................................................................... 44 2.2.5 MODERN DAY MANCHESTER ....................................................................... 45 2.2.5.1 CRITIQUES OF THE “ORIGINAL MODERN” CAMPAIGN ............................. 51 2.2.6 LANDMARK BUILDINGS TO SYMBOLIZE MANCHESTER .............................. 54 2.2.7 MANCHESTER – KNOWLEDGE CITY ............................................................. 58 2.2.7.1 WHY DOES KNOWLEDGE MATTER? .......................................................... 60 - 2 - Place branding: the need for an evaluative framework 2015 2.2.7.2 MANCHESTER: KNOWLEDGE CAPITAL INITIATIVE ................................. 62 2.2.7.3 PARTICIPANTS OF THE KNOWLEDGE CITY ............................................... 65 2.2.7.3.1 MANCHESTER CITY SOUTH PARTNERSHIP ........................................... 65 2.2.7.3.2 MANCHESTER SCIENCE PARTNERSHIPS ............................................... 66 2.2.7.4 MANCHESTER IDEOPOLIS ......................................................................... 67 2.2.8 DIVERSE MANCHESTER ............................................................................... 68 2.3 CONCLUSIONS ................................................................................................. 72 CHAPTER 3: PLACE BRADING..................................................................... 73 3.1 INTRODUCTION ............................................................................................... 73 3.2 CITY MARKETING AND BRANDING .................................................................. 74 3.2.1 WHY BRANDING IS IMPORTANT? ................................................................. 74 3.2.2 PLACE MARKETING ...................................................................................... 76 3.2.3 PLACE BRANDING ......................................................................................... 80 3.2.3.1 DEFINITIONS OF PLACE LEVELS................................................................ 84 3.2.3.2 PRODUCT AND PLACE BRANDING .............................................................. 86 3.2.4 ATTRIBUTES OF PLACE BRAND .................................................................... 87 3.2.4.1 SYMBOL, LOGO AND SLOGAN .................................................................... 88 3.2.4.2 PLACE IMAGE AND IDENTITY .................................................................... 89 3.3 EXAMPLES OF BRANDING ................................................................................ 93 3.4 PRODUCT, SERVICE AND CORPORATE BRAND MODELS ................................ 103 3.4.1 A MODEL FOR STRATEGICALLY BUILDING BRANDS BY DE CHERNATONY (2001) .................................................................................................................. 104 3.4.2 THE CRITERIA FOR SUCCESSFUL SERVICE BRANDS BY DE CHERNATONY AND SEGAL-HORN (2003) ................................................................................... 105 3.4.3 THE CORPORATE BRAND ASSOCIATION BASE MODEL BY UGGLA (2006) . 107 3.4.4 FRAMEWORK FOR BUILDING BRAND IDENTITY (GHODESWAR, 2008) ...... 109 3.4.5 TYPES OF MARKETING AND THEIR INFLUENCE ON THE PERCEPTIONS OF THE SERVICE BRAND BY BRODIE (2009) ............................................................. 110 3.4.6 A DYNAMIC MODEL OF BRAND ARCHITECTURE MANAGEMENT BY MUZELLEC AND LAMBKIN (2009) ...................................................................... 111 3.4.7 EVALUATION OF MODELS .......................................................................... 113 3.5 EXISTING PLACE BRANDING MODELS ........................................................... 114 - 3 - Place branding: the need for an evaluative framework 2015 3.5.1 BRAND BOX MODEL .................................................................................... 115 3.5.1.1 BRAND BOX MODEL DEVELOPED BY DE CHERNATONY AND MCWILLIAM (1989) .................................................................................................................. 115 3.5.1.2 BRAND BOX MODEL REPLICATED BY CLARKE (2000) ............................ 116 3.5.1.3 BRAND BOX MODEL ADAPTED BY CALDWELL AND FREIRE (2004) ....... 117 3.5.2 MODEL OF DESTINATION BRANDING BY CAI (2002) ................................. 119 3.5.3 A CONCEPTUAL MODEL OF THE PLACE BRAND BY HANKINSON (2004) .... 122 3.5.4 AC2ID TEST OF CORPORATE IDENTITY ADOPTED BY TRUEMAN ET AL. (2004) .................................................................................................................. 126 3.5.5 DELPHIC BRAND VISION MODEL PROPOSED BY VIRGO AND DE CHERNATONY (2005) .......................................................................................... 128 3.5.6 A MODEL OF DESTINATION BRAND, DESTINATION IMAGE AND RAMIFICATIONS AND INTERRELATIONSHIPS BETWEEN THEM BY TASCI AND KOZAK (2006) ..................................................................................................... 130 3.5.7 STRUCTURAL MODEL OF CITY BRANDING BY MERRILEES ET AL. (2007) . 131 3.5.8 BRANDING FRAMEWORK FOR DESIGNING SUCCESSFUL DESTINATION STRATEGIES BY BALAKRISHNAN (2009) ............................................................. 133 3.5.9 CITY IDENTITY COMMUNICATION FRAMEWORK BY OFORI (2010) .......... 135 3.5.10 THE MODEL OF PLACE BRAND PERCEPTION AND DIMENSIONS OF BRAND EVALUATION (ZENKER, 2011) ............................................................................ 137 3.5.11 STRATEGIC PLACE BRAND-MANAGEMENT MODEL BY HANNA AND ROWLEY (2011) .................................................................................................. 139 3.5.12 EVALUATION OF MODELS ........................................................................ 140 3.6 CONCLUSIONS ............................................................................................... 144 CHAPTER 4: METHODOLOGY ................................................................... 146 4.1 INTRODUCTION ............................................................................................. 146 4.2 RESEARCH PHILOSOPHY ............................................................................... 147 4.3 RESEARCH APPROACH .................................................................................. 152 4.3.1 QUALITATIVE RESEARCH........................................................................... 152 4.3.2 QUANTITATIVE RESEARCH ........................................................................ 154 4.3.3 COMBINING QUALITATIVE AND QUANTITATIVE RESEARCH ..................... 156 4.4 RESEARCH STRATEGY AND METHODS .......................................................... 158 - 4 - Place branding: the need for an evaluative framework 2015 4.4.1 LITERATURE REVIEW ................................................................................
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