Place Pulling Power: a case of Liverpool’08

The paper contributes to the developing knowledge of place branding and highlights the importance of place branding strategies, that enabling the place to seek continual development and prosperity. The theoretical concepts of place brand creators, influencers and key driving forces, together with the different brand user groups are set against both current and historic indicators of place branding to model the pulling power of place branding. Interviews with key stakeholders indicate that, in the case of the Liverpool ’08 campaign, they are generally positive about the re-branding campaign and considered it to be creating a positive image that will continue to drive inward investment and increase tourism. However, it is clear that reputation and intangible factors are more important than functional and tangible factors when creating a positive brand image. Understanding place brands and the influence on the performance of the place, in terms of continuous development, regeneration and sustainability is important. Future comparative-case analyses between places that have gone through regeneration and repositioning could help to understand the significance of place branding, in terms of sustainability of place, and identify the specific facets of a place that could prove critical when putting place branding practices into action

Dynamic urban projection mapping

“Dynamic projection mapping” is a variation of the best-known “projection mapping”. It considers the perceptual analysis of the urban landscape in which the video projection and the observer’s displacement speed are hypothesized. This latter, in particular, is variable and may depend on factors not directly controllable by the driver (slowdowns due to accidents, rallies, etc.). This speed can be supported and controlled by a number of traffic flow measurement systems. These data are available on the internet, like Google Maps APIs and/or speed sensors located close to the point of interest. The content of projection becomes dynamic and varies according to how the observer perceives the vehicle: slow, medium, fast

Toward a tourism destination brand equity of coastal tourism of Pangandaran Regency

Indonesia is one of the countries where tourism is the major contributors to the GDP. There are province and districts in Indonesia that mainly focused on the tourism business, Pangandaran is one of them. As a new district, Pangandaran is still trying to develop its brand as a tourist destination. This study aims to provide perceptual maps of Pangandaran as a brand compared to other coastal tourism destination. The study used Multidimensional Scaling (MDS), to inquire about the brand image of various coastal destination in Indonesia among domestic tourist. Two dimensions consisted of performance and value are used to measure the destination brand. More profound questions are also asked to inquire about factors that may influence tourist visitation. The result indicates that the Pangandaran brand as a tourism destination is perceived as a domestic oriented destination. A suggestion based on five steps of brand building is proposed to improve Pangandara

Information and communication in a networked infosphere: a review of concepts and application in social branding

This paper aims at providing a contribution to the comprehensive review of the impact of information and communication, and their supporting technologies, in the current transformation of human life in the infosphere. The paper also offers an ex- ample of the power of new social approaches to the use of information and commu- nication technologies to foster new working models in organizations by presenting the main outcomes of a research project on social branding. A discussion about some trends of the future impact of new information and communication technologies in the infosphere is also included

Brand Equity Perceptual Mapping: Competitive Landscapes and Consumer Segments in Brand Equity Space

This study advanced a technique to map brand metrics and theoretically derived diagnostics that depict the relative positions of competitive brand sets and audience segments in a perceptual consumer-based brand equity space. Survey research collected brand equity ratings for two sets of competitive brands (Nike, Converse, Reebok and Toyota, Nissan, Pontiac), used to construct a pair of twodimensional maps that illustrate the brands’ position on brand equity dimensions relative to competitors and demographic-based segments. Paired brand equity indicators resulted in eight map quadrant areas that characterize a brand positioned in that space. The mapping techniques facilitate the strategic application of multidimensional brand equity constructs and their use as brand valuation tools

Multiattribute perceptual mapping with idiosyncratic brand and attribute sets

This article proposes an extremely flexible procedure for perceptual mapping based on multiattribute ratings, such that the respondent freely generates sets of both brands and attributes. Therefore, the brands and attributes are known and relevant to each participant. Collecting and analyzing such idiosyncratic datasets can be challenging. Therefore, this study proposes a modification of generalized canonical correlation analysis to support the analysis of the complex data structure. The model results in a common perceptual map with subject-specific and overall fit measures. An experimental study compares the proposed procedure with alternative approaches using predetermined sets of brands and/or attributes. In the proposed procedure, brands are better known, attributes appear more relevant, and the respondent's burden is lower. The positions of brands in the new perceptual map differ from those obtained when using fixed brand sets. Moreover, the new procedure typically yields positioning information on more brands. An empirical study on positioning of shoe stores illustrates our procedure and resulting insights. Finally, the authors discuss limitations, potential application areas, and directions for research

Attribute preferences on clothing reselling platforms of Italian consumers - impact of different attribute levels on platform adoption

The individual part is taken out of the conjoint analysis and is comprised of counterfactual scenarios, which have been conducted to allow further insights into consumer preferences, especially into price sensitivity. For this purpose, starting with the attribute composition of the most realistic market scenario, scenarios have been created for the most important attributes of the conjoint study: buyer protection, product price and additional fee. The analysis of the different scenarios enabled the finding that price sensitivity does depend on the brand on the one hand and on the type of monetary component, i.e. product price and additional fee

Tactical branding and positioning

Whether you are in a resource-based commodities business, the manufacturer of a product, or a provider of services, the issue of branding and positioning your offering in a highly competitive market is of critical importance. Where Chapter 2 focused on the corporate brand and its importance to strategic marketing, this chapter considers the tactical branding and positioning efforts that impact the success of brands in the market, whether individual products and services, or as part of a portfolio of brands. Positioning is also one of the key elements of the classical strategic marketing process of segmentation, targeting attractive segments, and positioning brands in the targeted segments (see Chapter 5). This chapter builds on Chapter 5 and examines the important role of brands and branding as a key element of the segment positioning process. In the process, you will learn how to enhance brand equity and thus the intangible value of brand on the organization\u27s balance sheet