Abstract
This contribution is a part of a broad research programme on Place-identity and Social Representations of European Capitals in first visitors of six different nationalities. In accordance with the model of “destination branding” including: brand identity, brand image and brand element mix (name, logo, sign, design, symbol, slogan…), this contribution focuses on the institutional stems and commercial logos and compares these iconic structural elements of the brands of ten historical European Capitals. The research also compares the social representations evoked by the brands among potential first-visitors. Moreover, this chapter analyses the recent transformations of some commercial brands in a longitudinal perspective (re-branding). Finally, this contribution integrates the results of the analysis of the main graphic elements of the branding in the framework of the more complex research programme, suggesting a preliminary overview of the Destination@-Branding focused on the iconic social representations.
TopTheoretical Background
Destination branding constitutes a way to communicate a destination’s unique identity by differentiating a destination from its competitors (Morrison & Anderson, 2002; Mitoula, 2019).
According to different authors (Cai, 2002; Florek, Insch and Gnoth, 2006; Nandan, 2005), brand identity and brand image are critical ingredients for a successful destination branding, including two different perspectives:
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the “marketers” who desire to create the brand identity;
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the “targets” who perceive the brand image (Kapferer, 1997; Florek, Insch and Gnoth, 2006; Qu, Kim & Im, 2011).
In particular:
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Kapferer (1997) and Konecnik & Go (2008) state that before knowing how a place “is” perceived by tourists, it is important to establish how a place “should be” perceived by its target audience; Aaker & Joachimsthaler (2000:68) define brand identity as: “a unique set of brand associations that the brand strategist aspires to create or mantain. These associations represent what the brand stands for and imply a promise to customers from organization members”; while
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following Keller (1998:93) and Cai (2002:723), brand image can be defined as: “perceptions about a place as reflected by the brand associations held in tourist memory; or as a combination of cognitive and affective evaluations stored in the consumers’ minds” (Baloglu & McCleary, 1999; Pike, 2009).
The relationship between destination brand identity and brand image can be considered as circular and dialogic:
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brand image plays a significant role in building brand identity (Cai, 2002);
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brand image is the reflection of brand identity (Qu, Kim & Im, 2011:467); “the reaction to this message in the minds of recipients” (Florek, Insch & Gnoth, 2006:279).
Key Terms in this Chapter
Destination-Branding: An articulation of different interrelated components: brand identity, brand image, and brand element mix.
Index of Polarity: An index created by de Rosa aimed at detecting the evaluative component of social representations, on the basis of the polarities (positive/negative) attributed to the words associated by the subjects to the stimuli.
Destination@-Branding: Extention of the concept of destination-branding to the digital world of the Internet, including websites, social networks, portals, etc.
Modelling Approach: A paradigmatic approach to Social Representations developed by de Rosa that integrates different methods and techniques coherently with the articulation of different theoretical constructs and dimensions.
Social Representations: Naïve theories of common sense that express systems of values, convictions and norms of behavior, with a double function of organizing the perception of the world and serving as a shared system of social communication and interpersonal exchange.
Associative Network Technique: A tool developed by de Rosa of projective nature used in order to study the Social representations of iconic and verbal stimuli, by considering structure, contents, and attitudinal dimension of a semantic space.