Concept variations on destination, place and nation marketing and branding

• Author: V.-A. Briciu/A. Briciu
• Position: Transilvania University of Brasov/Transilvania University of Brasov
• Pages: 389-394

Bulletin of the Transilvania University of Braşo v

Series VII: Social Sciences • Law • Vol. 12(61) No. 2 – 2019

https://doi.org/10.31926/but.ssl.2019.12.61.2.21

CONCEPT VARIATIONS ON DESTINATION, PLACE

AND NATION MARKETING AND BRANDING

V.-A. BRICIU1 A. BRICIU2

Abstract: This study presents the theoretical perspectives found in various

specialized literature regarding the dynamics of branding forms. At the same

time, the main principles that were the basis of the research development in

the field of place branding, from the international scientific flow and from

Romania are presented. Terms such as ‘place marketing’ and ‘place branding’

are examined, while also appreciating the occurrence of variations of the

terms such as ‘city branding’, ‘region branding’ or ‘country branding’ and, from

the analysis of tourism studies and marketing on vacations, the term

‘destination branding’.

Key words: nation branding, destination branding, place marketing,

destination marketing.

1. Introduction

The knowledge flow devoted by literature to the issue of ‘national identity’, on one

hand, and the effect of the country of origin, on the other hand, have merged relatively

recently. An early manifestation of this convergence can be observed with the publication

of a special issue in the Journal of Brand Management “the JBM spe cial issue provided for

the first time a focused forum on this topic and included papers by leading international

scholars including Philip Kotler and David Gertner, Nicolas Papadopoulos and Louise

Heslop, as well as papers by leading consultants in the field such as Wally Olins, Fiona

Gilmore and Creenagh Lodge” (apud de Chernatony, 2008, p. 20). This is sue generated

such great interest that editors and publishers decided to create a new scientific journal,

called Place Branding, whic h was launched in November 2004 and is dedicated strictly to

the branding process of nations, cities o r regions.

But the most important work, representative for “what has now beco me known as the

emerging field of nation branding is the 1993 boo k Marketing Places: Attracting

Investment, Industry, and Tourism to Cit ies, States and Nations” (de Chernatony, 2008, p.

20), signed by Ph. Kotler et al. Although this work is written from an economic perspective,

focusing on marketing strategies, and not o n the point of view of brand management

1 Transilvania University of Braşov, victor.briciu@unitbv.ro, correspo nding author

2 Transilvania University of Braşov.