Place Branding and Territorial Brand: Comparison
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Please note this is a comparison between Version 2 by Sirius Huang and Version 1 by Giovana Goretti Feijó Almeida.

O pPlace branding está ligado ao desenvolvimento econômico, que inclui o turismo comois linked to economic development, which includes tourism as a produto. A marca ct. The territorial também tem essas duas abordagens, umabrand also has these two approaches, a mercantilist perspectiva mercantilista e outra ligada ao turismo. No entanto, a marca de ume and one linked with tourism. However, the brand of a produto e a marca de umct and the brand of a território têm diferenças na forma como são criadas, coory have differences in the way they are created, communicadas e geridasted, and managed. 

  • place branding
  • territorial brand
  • regional development
  • local governance
  • strategic spatial planning
  • territory

1. Introduçãction

Anholt [1] argues that the terminology used for place branding is controversial and could lead to inadequacies in its application. In the scientific literature, the concepts of territorial branding and place branding are referred to as synonyms. However, they have different meanings depending on the geographical location where they are used [2]. Place branding in Brazil translates as strategic place management, according to Keller and Machado [3], who believe branding refers to product brand management. In addition, place marketing, which is the administration of the places as companies [4], and place branding, which focuses on the image and reputation of the place [1], are also different disciplines. Therefore, management and brand do not share the same position, for they are also different from each other. According to Almeida [2], place branding is a management process, and territorial brand is the product of this management. This approach falls within the view held by Anholt [1], who states that studies on place branding are often incorrectly aligned with the definition of brand found in Marketing literature. However, the concept of place branding, currently consolidated, cannot be regarded solely as a brand, sign, or symbol since it also concerns managing the reputation and image of a place [1], contexts in which a brand is also inserted. As an example, in Portugal, place branding does not have a literal translation as it does in Brazil, being considered as both management and brand. A reader who is specialized in brands is likely to be confused by this situation because of the distinctions between the terms: brand and logo, product and merchandise, and product and management [2].

2. Place Branding and Territorial Brand

Place branding is linked to economic development, which includes tourism as a product. The territorial brand also has these two approaches, a mercantilist perspective and one linked with tourism. However, the brand of a product and the brand of a territory have differences in the way they are created, communicated, and managed. This approach was the basis of Almeida’s [2] study, more specifically, the power relations embedded in the territorial brand in the context of regional development. These are power relations that involve social actors in the use and appropriation of the territory produced by a collective group. Moreover, urban development targets the city, and regional development addresses the potentialities of regions, considering their differences and socio-spatial realities. This scenario reveals that both the place branding process and the territorial brand are involved in the urban and regional contexts in different situations. One of the origins of the process of place branding is its application and use as a business [1,14][1][5]. This initial use linked place branding to a capitalistic logic. However, place branding has expanded over time, becoming an interdisciplinary area [1,2,10][1][2][6]. Taking this approach is paramount as place branding includes other dimensions: politics [15[7][8],16], public diplomacy [1[1][6][9],10,17], and culture [2]. Territorial branding refers to the reinvention of places through the branding process [13][10] by using the framework of the universe of brands but in the territorial context [2]. In both cases, the territory’s identities are considered to promote the planned places both as a brand and as a product. In addition, in the Scopus and Web of Science databases, between 1926 and 2021, there are 600 entries for the terms place branding (581), territorial brand (10), territorial branding (5), marca territoriale (4), in contrast to regional development (22,178 entries). Therefore, the term regional development is standardized in the literature. While the other terms refer to the same object, they have different nomenclatures. Two scenarios are presented here: one, in which there is no standardization of terms in the specialized literature, and another, in which the differences between terms are specific, and there can be no standardization. There is evidence that these terms originated in different moments, differing from each other (regional development, in 1926; place branding, in 2001; territorial brand, in 2012; territorial brand in regional development, in 2018).

3. Territorial Brand in the Regional Development Context

The territorial brand in the context of regional development is a “[…] set of symbols, cultures, and identities transformed into distinctive signs (brands), visual, verbal, discursive or mixed (visual-discursive), in a planned or organic way, favoring the elaboration of strategies that generate power relations on, in and beyond the territory” [2] (p. 244). The territory is a space connected and planned by multiple signs (visual, verbal, discursive, and mixed). These signs can be of the territorial brand that, in Almeida’s (2018) argument, includes territorial assets (social capital, cultural capital, natural and productive capital, and institutional capital). The concept of territory is shared with the brand when using a web of power relations, which are both agreed and conflicting. However, due to the absence of territorial brand in a broader context in the interdisciplinary literature on typology, such as those concerning regional development, doubts and misunderstandings arise about its types, categories, and classifications. A marca tTerritorial, na brand, in Almeida’s [2] perspectiva de Almeida [ 2 ], considera as estratégias dos atores sociais nathe strategies of social actors in the produção e uso doction and use of the território a partir de quatro eory from four main elementos principais: marcas: brand, territórioory, territorialidades (atores sociais e marca) e conexões estratégicas. Paraties (social actors and brand), and strategic connections. For Aaker [ 14 ][5], uma marca é umbrand is an identificador deer of distinção entrection between produtos. Segundcts. According to Raffestin [ 18 ][11], os territórios sãoories are determinados pelas relações de poder entre os atores sociais.ed by the power relations between social actors. In Almeida’s [2] Nco arcabouço conceitual de Almeida [ncept framework, the territorial brand has dual territoriality. On the 2 ] a marca territorial tem dupla territorialidade. Porne um lado, ahand, the territorialidade dos atoresty of the sociais e, por outro, al actors, and on the other hand, the territorialidade da marcaty of the brand [ 2 ][2]. EsTheses dois two elementos juntos criam conexões estratégicas together create strategic connections [ 19][12], tbrazendo outros usos e apinging other uses and appropriações ao territóriotions to the territory [[10] 13and ]giving e ressignificando o espaço vivido [new meanings to the lived space 20 ][13].

4. Colocar Tipologias de Marcas e Marcas Territoriais na Literatura Científica

O The tópico place brand é um topic is a conceito trabalhado por diversos autorept worked out by several authors [[1][6][14][15] 1and , 8can , 9 , 10 ] e pode aser facilmente encontrado na literatura científica de revistas científicas deily be found in the scientific literature of branding eand marketing. No entanto, existem muitos estudos que scientific journals. However, there are many studies that estabelecem diferenteslish different classificações, como marca de lugar tions, such as superior e marca de lugarplace branding and inferior [place 21branding ][16], place brand identidadety de[17], marca de lugar [ 22 ] nd place fíphysica de lugar, práticas de lugar s, place practices, and place personalidadety de lugar [ 23 ][18]. Almeida [ 2[2] ] estuda o posicionamento da marca e a marcaies place branding and territorial brand separadamentetely. Em rRelação à marcagarding territorial, embora brand, although defendida pored by Almeida [[2], 2it ],is ela não é utilizada diretamente, mas simnot used directly but rather encapsulada na literatura científica nasted in the scientific literature in discussões sobreions on place branding em diferentes áin different areas: desenvolvimento urbanourban-regional, comunicação, turismol development, communication, tourism, marketing, branding, relações internacionais, tional relations, public diplomacia,y, public administração públication, geografia, gestão urbana e áreas afins. De fato, asphy, urban management, and related areas. In fact, the nomenclaturas utilizadas para uma marca es used for a territorial são variadas: marca de lugar, marca de cidade, marca debrand are varied: place brand, city brand, território, marca de nação, marca de país, marcaory brand, nation brand, country brand, regional, marca de cidade, brand, city branding, city marketing de cidade, marca de turismo, marca, tourism brand, city promoctional de cidade e outrabrand, and others [ 1 , 5 , 6 , 7 , 8 , 9 , 10 ,11 ][1][6][14][15][19][20][21][22]. EThissa diversidade dety of denominações étions is justificada pelas escalas espaciais queed by the spatial scales that servem de parâmetros para essas as parameters for these nomenclaturas (país, nação, estadoes (country, nation, state, região, ilhaon, island, porto, território, praça e ruaory, square, and street).

References

  1. Anholt, S. Definitions of place branding–Working towards a resolution. Place Branding Public Dipl. 2010, 6, 1–10.
  2. Almeida, G.G.F. Marca territorial como produto cultural no âmbito do Desenvolvimento Regional: O caso de Porto Alegre, RS, Brasil. PhD. Thesis, University Santa Cruz do Sul, Santa Cruz do Sul, Brazil, 2018.
  3. Keller, K.L.; Machado, M. Gestão Estratégica de Marcas; Pearson Prentice Hall: São Paulo, Brazil, 2016.
  4. Kotler, P.; Haider, D.; Rein, I. Marketing Places, 1st ed.; Prentice Hall: Rio de Janeiro, Brazil, 1993.
  5. Aaker, D. Criando e Administrando Marcas de Sucesso; Futura: São Paulo, Brazil, 1996.
  6. Vela, J.S.E.; Portet Ginesta, X.; Algado, S.S. De la marca comercial a la marca de território: Los casos de la doc priorat y do Montsant. Hist. Comun. Soc. 2014, 19, 67–78.
  7. Hankinson, G. Rethinking the place branding construct. In Rethinking Place Branding; Kavaratzis, M., Warnaby, G., Ashworth, G.J., Eds.; Springer International Publishing Switzerland: Cham, Switzerland, 2015; pp. 13–31.
  8. Lucarelli, A. Place branding as urban policy: The (im)political place branding. Cities 2018, 80, 12–21.
  9. Gertner, D. A (tentative) meta-analysis of the place marketing and place branding literature. J. Brand Manag. 2011, 19, 112–131.
  10. Santos, M. A Natureza do Espaço: Técnica e Tempo, Razão e Emoção; Hucitec: São Paulo, Brazil, 1996.
  11. Raffestin, C. Por uma Geografia do Poder; Ática: São Paulo, Brazil, 1993.
  12. Flores, M. A Identidade Cultural do Território como Base de Estratégias de Desenvolvimento: Uma Visão do Estado da Arte; Projeto RIMISP: São Paulo, Santiago de Chile, 2006.
  13. Pecqueur, B. O desenvolvimento territorial: Uma nova abordagem dos processos de desenvolvimento para as economias do sul. Raízes Camp. Gd. 2005, 24, 10–22.
  14. Kavaratzis, M.; Ashworth, G. Place marketing: How did we get here and where are we going? J. Place Manag. Dev. 2007, 1, 150–165.
  15. Moilanen, T.; Rainisto, S. How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding; Palgrave Mcmillan: London, UK, 2009.
  16. Gulisova, B.; Horbel, C.; Noe, E. Rural place branding from a multi-level perspective: A Danish example. Place Branding Public Dipl. 2021, 17, 231–248.
  17. Helmi, J.; Bridson, K.; Casidy, R. A typology of organisational stakeholder engagement with place brand identity. J. Strateg. Mark. 2020, 28, 620–638.
  18. Taecharungroj, V. User-generated place brand identity: Harnessing the power of content on social media platforms. J. Place Manag. Dev. 2019, 12, 39–70.
  19. Cidrais, A. O marketing territorial aplicado às cidades médias portuguesas: Os casos de Évora e Portalegre. Biblio3W Rev. Bibliográfica Geogr. Cienc. Soc. 2007, 6. Available online: http://www.ub.edu/geocrit/b3w-306.htm (accessed on 25 March 2022).
  20. Dinis, A. Marketing Territorial: Um Instrumento Necessário para a Competitividade das Regiões Rurais e Periféricas; Textos para Discussão-Departamento de Gestão e Economia (DGE), Universidade da Beira Interior: Covilhã, Portugal, 2004; pp. 1–12.
  21. Kavaratzis, M. Place Branding: A Review of Trends and Conceptual Models; Springer: Cham, Switzerland, 2005; Volume 5, pp. 329–342.
  22. Oliveira, A.R. Marcas-lugares, bairros, cidades e nações. In Place Branding; Esteves, C., Ed.; Simonsen: São Paulo, Brazil, 2016.
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