Place branding or destination branding is i think in

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Marketing Management
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Chapter 1 / Exercise 4
Marketing Management
Iacobucci
Expert Verified
Place branding or destination branding is I think in a geographical region like country, you select a small geographical location like city, and then you brand it specifically and create its image on the elements or factors for which the city is famous…. If you think of UAE (United Arab Emirates) it’s a geographic region, but Dubai has its own image and Abu Dhabi has different image”. In this response, respondent (G) is fully confused about the place or location branding and he asks for confirmation from the researcher about the place branding concept. “Location branding mmmm (a long pause) are you talking about cities?” Discussion and Analysis: From the above responses of the respondents it can be assumed that respondents were able to relate the concept of destination or location or place branding with the concept of nation branding as mostly thinks that place branding is extension of nation branding as it requires similar kind of strategies. The students were able to identify the other elements which form place brand as few respondents highlighted the USP (factors such as people, culture, tradition etc) and believe that on the basis this places or destinations can be branded. According to them different branding is possible for all the places in the same geographical location. There overall concepts were somewhat similar to the earlier concepts they shared about nation branding, so they were just changing few words from their previous statements rest the meaning is same. They were able to relate it with the place branding part of the literature review and anholt
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The document you are viewing contains questions related to this textbook.
Marketing Management
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Chapter 1 / Exercise 4
Marketing Management
Iacobucci
Expert Verified
hexagon element of people. However, some of the respondents were not clear about the place or destinations brand and they were asking researcher for confirmation about their concepts. 4.3 Awareness among students regarding concept of Pakistani brand: In this theme the previous theme was taken further into perspective of Pakistan and the students were asked questions relating to the nation branding and place branding in context of branding Pakistan. The purpose of the questions was to check the awareness of the Pakistani students about the Pakistani brand, its perception in their mind and what do they perceive about the Pakistani culture, its people and its destinations or place brands. 4.3.1 Student’s perception about Pakistan and their view on Pakistani brand: Students were asked to give their perception about Pakistan and their views on the Pakistani brand that exists in the world. They were also asked about the reasons which shape their perception about their country Pakistan. As seen in comments below Respondent (H) was asked about her perception about Pakistan and Pakistani brand. Apart from that she was also asked to throw some light on her view about Pakistani brand that currently exists. She was of opinion that no matter whatever problems are with your country you should always own it and work for betterment of its image, so her perception was positive and she was optimistic about Pakistan’s future.

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