The Intended Image of a Place Brand: A Danish Case Study

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

Abstract

This chapter studies the counterproductive impact of a place image on the entrepreneurial activities in a rural Danish municipality. Nationally, the municipality is rated ‘very good' in terms of traditional business environment measurements. However, this stands in stark contrast to the historically embedded image of the municipality. In this chapter the intended image of the municipality is compared to the image as it is perceived by newcomers. The study shows that historically embedded images of places are hard to manage and change when they involve elements with negative appeal towards a specific target audience e.g. entrepreneurs. The branding problem for the municipality is shown to be the conflict between the brands of history, entrepreneurial spirit, family friendly town, and tourism etc. To manage a place brand so diverse is almost impossible and it is clearly demonstrated that the solution has been to brand the place as everything for everybody.
Original languageEnglish
Title of host publicationGlobal Place Branding Campaigns across Cities, Regions, and Nations
EditorsAhmet Bayraktar, Can Uslay
PublisherIGI global
Publication date2016
Pages74-93
Chapter4
ISBN (Print)9781522505761
ISBN (Electronic)9781522505778
DOIs
Publication statusPublished - 2016
SeriesAdvances in Hospitality, Tourism, and the Service Industry

Fingerprint

Municipalities
Entrepreneurial activity
Tourism
Family-friendly
Business environment
Branding
Newcomers
Entrepreneurs

Cite this

Hannibal, M., & Rasmussen, E. S. (2016). The Intended Image of a Place Brand: A Danish Case Study. In A. Bayraktar, & C. Uslay (Eds.), Global Place Branding Campaigns across Cities, Regions, and Nations (pp. 74-93). IGI global. Advances in Hospitality, Tourism, and the Service Industry https://doi.org/10.4018/978-1-5225-0576-1.ch004
Hannibal, Martin ; Rasmussen, Erik Stavnsager. / The Intended Image of a Place Brand : A Danish Case Study. Global Place Branding Campaigns across Cities, Regions, and Nations. editor / Ahmet Bayraktar ; Can Uslay. IGI global, 2016. pp. 74-93 (Advances in Hospitality, Tourism, and the Service Industry).
@inbook{dec220f31b6740e6906aa9307bcc643a,
title = "The Intended Image of a Place Brand: A Danish Case Study",
abstract = "This chapter studies the counterproductive impact of a place image on the entrepreneurial activities in a rural Danish municipality. Nationally, the municipality is rated ‘very good' in terms of traditional business environment measurements. However, this stands in stark contrast to the historically embedded image of the municipality. In this chapter the intended image of the municipality is compared to the image as it is perceived by newcomers. The study shows that historically embedded images of places are hard to manage and change when they involve elements with negative appeal towards a specific target audience e.g. entrepreneurs. The branding problem for the municipality is shown to be the conflict between the brands of history, entrepreneurial spirit, family friendly town, and tourism etc. To manage a place brand so diverse is almost impossible and it is clearly demonstrated that the solution has been to brand the place as everything for everybody.",
author = "Martin Hannibal and Rasmussen, {Erik Stavnsager}",
year = "2016",
doi = "10.4018/978-1-5225-0576-1.ch004",
language = "English",
isbn = "9781522505761",
series = "Advances in Hospitality, Tourism, and the Service Industry",
publisher = "IGI global",
pages = "74--93",
editor = "Ahmet Bayraktar and Can Uslay",
booktitle = "Global Place Branding Campaigns across Cities, Regions, and Nations",

}

Hannibal, M & Rasmussen, ES 2016, The Intended Image of a Place Brand: A Danish Case Study. in A Bayraktar & C Uslay (eds), Global Place Branding Campaigns across Cities, Regions, and Nations. IGI global, Advances in Hospitality, Tourism, and the Service Industry, pp. 74-93. https://doi.org/10.4018/978-1-5225-0576-1.ch004

The Intended Image of a Place Brand : A Danish Case Study. / Hannibal, Martin ; Rasmussen, Erik Stavnsager.

Global Place Branding Campaigns across Cities, Regions, and Nations. ed. / Ahmet Bayraktar; Can Uslay. IGI global, 2016. p. 74-93 (Advances in Hospitality, Tourism, and the Service Industry).

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

TY - CHAP

T1 - The Intended Image of a Place Brand

T2 - A Danish Case Study

AU - Hannibal, Martin

AU - Rasmussen, Erik Stavnsager

PY - 2016

Y1 - 2016

N2 - This chapter studies the counterproductive impact of a place image on the entrepreneurial activities in a rural Danish municipality. Nationally, the municipality is rated ‘very good' in terms of traditional business environment measurements. However, this stands in stark contrast to the historically embedded image of the municipality. In this chapter the intended image of the municipality is compared to the image as it is perceived by newcomers. The study shows that historically embedded images of places are hard to manage and change when they involve elements with negative appeal towards a specific target audience e.g. entrepreneurs. The branding problem for the municipality is shown to be the conflict between the brands of history, entrepreneurial spirit, family friendly town, and tourism etc. To manage a place brand so diverse is almost impossible and it is clearly demonstrated that the solution has been to brand the place as everything for everybody.

AB - This chapter studies the counterproductive impact of a place image on the entrepreneurial activities in a rural Danish municipality. Nationally, the municipality is rated ‘very good' in terms of traditional business environment measurements. However, this stands in stark contrast to the historically embedded image of the municipality. In this chapter the intended image of the municipality is compared to the image as it is perceived by newcomers. The study shows that historically embedded images of places are hard to manage and change when they involve elements with negative appeal towards a specific target audience e.g. entrepreneurs. The branding problem for the municipality is shown to be the conflict between the brands of history, entrepreneurial spirit, family friendly town, and tourism etc. To manage a place brand so diverse is almost impossible and it is clearly demonstrated that the solution has been to brand the place as everything for everybody.

U2 - 10.4018/978-1-5225-0576-1.ch004

DO - 10.4018/978-1-5225-0576-1.ch004

M3 - Book chapter

SN - 9781522505761

T3 - Advances in Hospitality, Tourism, and the Service Industry

SP - 74

EP - 93

BT - Global Place Branding Campaigns across Cities, Regions, and Nations

A2 - Bayraktar, Ahmet

A2 - Uslay, Can

PB - IGI global

ER -

Hannibal M, Rasmussen ES. The Intended Image of a Place Brand: A Danish Case Study. In Bayraktar A, Uslay C, editors, Global Place Branding Campaigns across Cities, Regions, and Nations. IGI global. 2016. p. 74-93. (Advances in Hospitality, Tourism, and the Service Industry). https://doi.org/10.4018/978-1-5225-0576-1.ch004