Rethinking place branding governance: the implications of a stakeholder-orientated approach when managing the presentation of complex places

重新思考场所品牌治理：以利益相关者为导向的方法在管理复杂场所的展示时的影响

基本信息

批准号：
ES/V01109X/1
负责人：
Laura Reynolds
金额：
$ 12.53万
依托单位：
CARDIFF UNIVERSITY
依托单位国家：
英国
项目类别：
Fellowship
财政年份：
2021
资助国家：
英国
起止时间：
2021 至无数据
项目状态：
已结题

来源：
https://gtr.ukri.org/projects?ref=ES%2FV01109X%2F1
关键词：
Rethinking place branding governance implications

项目摘要

The way cities, regions and nations are branded is changing. Instead of communicating images with scripted logos, slogans and taglines, there are calls for branding to centre on the perceptions and activities of the people who live, work, and invest within its boundaries. Building on these changes, my PhD research showed how different groups perceived and prioritised their city and examined the extent these groups can participate in branding activities. Despite the calls for greater inclusion, the findings pointed to the dominance of large businesses who have access to the knowledge, resources and connections needed to influence the direction of branding activities. The fellowship aims to strengthen these findings and their impact through four complementary work streams:WS1: Establishing industry collaborationsThe first major aim of the fellowship is to enhance the practical and policy impact of my research through industry collaborations with the Development Bank of Wales and Federation of Small Businesses. Together, we will co-design a report and one-day event looking at the potential for small businesses to provide leadership for different groups of stakeholders when creating a shared vision of places. In particular, the socio-economic impacts of these approaches will be examined. The co-designed research aligns to the place and business environment foundations of the Industrial Strategy, supporting businesses to develop and present their competitive strengths while working collaboratively to promote prosperous places.WS2: Strengthening research dissemination and developmentA second overarching aim centres on developing skills and outputs required to establish myself as a professional researcher. Central to these aims is the dissemination of publications from my PhD. This will involve three publications in well regarded academic journal articles in the fields of place branding, marketing and tourism. Extending the reach, I aim to publish my findings in more accessible and engaging formats, including blogs for the Institute of Place Management and City-REDI (Centre for Regional and Economic Development Institute), policy briefings and a Conversation article. A further audience to be targeted is students, with my research being translated into lecture material and taught to undergraduate and masters level students at universities in the UK and Ireland.WS3: Supplementary data collection and analysisThirdly, I will supplement and strengthen my PhD findings by focusing on the potential for small businesses to work together to develop and coordinate branding strategies. This will involve co- designing a research strategy with my industry collaborators based around interviews with small businesses in the Cardiff area, observing engagement between business stakeholders at industry events and through access to existing data held by the industry partners. These findings will support my aim of developing a multidisciplinary base for future career development and extending the scope of the socio- economic impacts. Based on this pilot study I will plan a further multidisciplinary publication and subsequent funding with my fellowship mentor, Prof Max Munday.WS4: Networks and collaborationsThe final overarching aim utilises the resources available through the fellowship to develop academic, industry and policy networks and collaborations. Pivotal to this WS is the invitation to undertake an institutional visit at the Institute of Place Management in Manchester. The policy and practitioner focused research centre specialise in place management research and has access to a wealth of resources, connections and training opportunities. The visit will also strengthen existing connections and provide a base for collaborative working in the future. Other routes to networks and collaborations are through attendance and feedback at academic conferences, covering place branding, marketing and regional economic development.

城市，地区和国家的品牌变化方式。与其将图像与脚本徽标，口号和标签线传达，不如呼吁品牌融资以生活，工作和投资在其边界上的人们的看法和活动中心。在这些变化的基础上，我的博士研究表明，不同的群体如何看待和优先考虑他们的城市，并检查了这些群体可以参与品牌活动的程度。尽管呼吁更大的包容性，但这些发现指出了大型企业的统治地位，这些企业有能够访问影响品牌活动方向所需的知识，资源和联系。该奖学金旨在通过四个互补工作流来加强这些发现及其影响：WS1：建立行业合作奖学金的第一个主要目的是通过与威尔士发展银行和威尔士发展银行和联合会的行业合作来增强我的研究的实际和政策影响小型企业。我们将共同设计一份报告和为期一天的活动，研究小企业在创建共同地方愿景时为不同利益相关者提供领导的潜力。特别是，将研究这些方法的社会经济影响。共同设计的研究与工业战略的地点和商业环境基础保持一致，支持企业在合作促进繁荣的地方发展和呈现其竞争优势。建立自己为专业研究员所需的输出。这些目标的核心是从我的博士学位传播出版物。这将涉及广受赞誉的学术期刊文章中的三本出版物，该文章在广场品牌，营销和旅游业领域。扩展覆盖范围后，我的目标是以更容易访问和引人入胜的格式发布我的发现，包括广场管理研究所和城市 - 雷迪（区域和经济发展研究所中心），政策简报和对话文章的博客。学生的进一步受众是学生，我的研究被翻译成讲座的材料，并教导了英国和爱尔兰大学的本科生和硕士级学生。WS3：补充数据收集和分析，我将补充和加强我的博士学位调查结果专注于小型企业共同开发和协调品牌策略的潜力。这将涉及与我的行业合作者一起制定研究策略，以与加的夫地区的小型企业进行访谈，观察行业事件中业务利益相关者之间的参与，并通过访问行业合作伙伴持有的现有数据。这些发现将支持我建立多学科基础以促进未来职业发展并扩大社会经济影响范围的基础。基于这项试点研究，我将计划进一步的跨学科出版物，并随后与我的奖学金导师Max Munday.WS4：网络和合作筹款的最终总体目标利用奖学金来开发学术，行业和政策网络和合作。 WS的关键是在曼彻斯特的Place Management进行机构访问的邀请。政策和从业人员以专业的研究中心专门研究管理研究，并获得了大量资源，联系和培训机会。这次访问还将加强现有的联系，并为将来的协作工作提供基础。通过在学术会议上的出勤和反馈，涵盖了广场品牌，市场营销和区域经济发展的其他路线。