Place Branding through Phases of the Image [electronic resource] : Balancing Image and Substance /
Zavattaro, S.author.
As places face increased competition for human and capital resources, public managers turn toward corporate-like governance strategies and branding practices to shape places and organizations. However, for better or worse, these organizations begin to resemble highly competitive, private-sector public relations and marketing firms. Place branding is taking hold within many organizations, including city governments, yet very few scholars take a public administration approach when exploring the causes and effects of branding practices. In Place Branding through Phases of the Image, Zavattaro explains how city promotional strategies can take the place of corporate governance structures through phases of the image. She examines how city government entities are undertaking place branding practices, with the realization that relying too much on image rather than a balance between image and substance has serious implications for democratic, collaborative governance. This book creates a workable framework that simultaneously serves as a cautionary tale for building a promotional campaign focused exclusively on image.
Description based upon print version of record.
Cover; Place Branding through Phases of the Image; Contents; List of Tables and Figures; Preface; Acknowledgments; Chapter 1: Utilizing Philosophy in Place Branding; Image and Substance through Phases of the Image; Plan of the Book; Contributions of the Book; Chapter 2: Laying the Foundations; Public Administration Theory: A Brief Primer; Ontologies within Public Administration; Foundational Element 1: Business-based Forms of Governance; Final Thoughts about Governance Structures; Foundational Element 2: Communication Models; Organizational Communication
Place Branding and its Associated PracticesDefining Terms; Models of Communication; Foundational Element 3: Selling Tactics; Branding; Media Relations; In-house Publications; Outside People or Organizations as PR Surrogates; Aesthetic and Affective Appeal, and Built Environment; Social Media in Strategic Place Branding; Foundational Element 4: Baudrillard's Phases of the Image; Balancing Image and Substance; Concluding Comments; Chapter 3: Putting It All Together-The Framework; Introducing the Framework; Cities in Phase One; Cities in Phase Two; Cities in Phase Three; Cities in Phase Four
Challenges of Phase-Four CitiesConcluding Comments; Chapter 4: Examples in Practice; Research Background; The Power of Language; Qualitative Media Analysis; Cities through Phases of the Image; Cities in Phase One; Cities in Phase Two; Cities in Phase Three; Cities in Phase Four; Balancing Image and Substance: An Example; Concluding Comments; Chapter 5: Implications of the Framework; Strategic Place Branding Importance; Avoiding Empty Logos and Slogans; Place Brand Equity; Scholarly and Practical Recommendations; Avenues of Future Research; Practical and Managerial Implications
Concluding CommentsChapter 6: A Guide for Managers; Step 1: Conduct a SWOT Analysis and Compare Internal/External Results; Internal Analysis; External Analysis; Step 2: Create Brand Vision; Identify Core Values; Create the Brand Vision; Step 3: Set Program Goals and Benchmarks; Set Program Goals; Establish Benchmarks; Step 4: Implement the Brand Vision; Brand Communications; Media Relations; In-house Publications; Use of Outside People or Organizations as PR Surrogates; Aesthetic and Affective Appeal, and Built Environment; Brand Expansion; Logistics; Step 5: Brand Equity Evaluation
Concluding CommentsReferences; Index
Includes bibliographical references and index.
As places face increased competition for human and capital resources, public managers turn toward corporate-like governance strategies and branding practices to shape places and organizations. However, for better or worse, these organizations begin to resemble highly competitive, private-sector public relations and marketing firms. Place branding is taking hold within many organizations, including city governments, yet very few scholars take a public administration approach when exploring the causes and effects of branding practices. In Place Branding through Phases of the Image, Zavattaro explains how city promotional strategies can take the place of corporate governance structures through phases of the image. She examines how city government entities are undertaking place branding practices, with the realization that relying too much on image rather than a balance between image and substance has serious implications for democratic, collaborative governance. This book creates a workable framework that simultaneously serves as a cautionary tale for building a promotional campaign focused exclusively on image.
Public relations.
Marketing.
Regional economics.
Spatial economics.
Corporate Communication/Public Relations.
Marketing.
Regional/Spatial Science.