How to capture place brand equity? The case of Sud de France

Mechthild Donner (), Fatiha Fort and Sietze Vellema
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Mechthild Donner: UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, WUR - Wageningen University and Research [Wageningen]
Sietze Vellema: Technology and Innovation group - WUR - Wageningen University and Research [Wageningen]

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Abstract: Within a globalized and highly competitive economy, the development of place brands has become important for cities, regions and countries. However, there is still little evidence about the conceptualization and measurement of their performance. In order to contribute to the current discussion of place brand equity, we analyse the effects of a branding initiative in the South of France. According to the collective aspects of the place brand concept, we propose a multidimensional approach through qualitative interviews with various stakeholders and review of secondary, mainly statistical data. Findings indicate that several factors are crucial for capturing equity of place brands. First, their collective character, involving different stakeholders; second, the fact that they generate economic and non-economic outcomes; third, their dependence on a socio-political and macro-economic context; and fourth, the time they need to establish. All these constituents require a more holistic approach to capture place brand equity than usual brand equity definitions for companies. Results also suggest that if place brands aim at long-term development of places, estimating their overall value can be based on evaluation logics for public development interventions, which are easily feasible, time and cost saving and fulfil the need for accountability for governmental institutions.

Keywords: marque regionale; case study; marque; marketing; capital marque; stratégie commerciale; étude de cas (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (4)

Published in Place Branding and Public Diplomacy, 2014, 10 (2), pp.145-157. ⟨10.1057/pb.2014.3⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01506354

DOI: 10.1057/pb.2014.3

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