Características y funciones para marcas de lugar a partir de un método Delphi

Jordi  de San Eugenio Vela; José  Fernández-Cavia; Joan  Nogué; Mònika Jiménez-Morales

doi:10.4185/RLCS-2013-995

Authors

Jordi de San Eugenio Vela University of Vic http://orcid.org/0000-0003-3390-8819
José Fernández-Cavia Pompeu Fabra University http://orcid.org/0000-0002-5712-7083
Joan Nogué University of Girona http://orcid.org/0000-0001-8717-4633
Mònika Jiménez-Morales Pompeu Fabra University http://orcid.org/0000-0002-4977-0722

DOI:

https://doi.org/10.4185/RLCS-2013-995

Keywords:

place brand, branding, communication, territorial identity, marketing, Delphi

Abstract

Representation of territories through brands is a recurring issue in today’s modern society. The aim of this article is to establish certain characteristics and functions pertaining to brands linked to geographical areas. Methodology. The decision was made to conduct qualitative research based on a Delphi method comprising a panel of fourteen place branding experts. Results. In relation to commercial brands, it is found that, since they are publicly owned, place brands call for more complex management, preferably on three levels: public administration, private organisations and citizens. Conclusions. Based on the results obtained, it is concluded that management of places centres on the projection of unique, spatial identities on the context of increasing competition between territories.

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Author Biographies

Jordi de San Eugenio Vela, University of Vic

Lecturer at the University of Vic (Catalonia, Spain). Vice-Dean of the Faculty of Business and Communication. From 2011 to 2013 he was the head of the Communication Department. He received his PhD in place branding from Pompeu Fabra University. He holds a MA in Environment Management from the University of Girona and a BA in Journalism from Pompeu Fabra University and Geography from University of Girona.

Member of TRACTE (Audiovisual Translation, Communication and Territory) and LAGP (Laboratory of Analysis and Landscape Management) research groups. Coordinator and co-author of Manual de comunicación turística. De la información a la persuasión, de la promoción a la emoción (Documenta Universitaria, 2011). More recently, he has published Teoría y métodos para marcas de territorio (UOC, 2012). His research interests include place branding, public diplomacy, environmental and tourism communication and humanistic geography.

José Fernández-Cavia, Pompeu Fabra University

Graduated in Spanish Literature from Universidad de Barcelona in 1986, graduated in Advertising and Public Relations from Universitat Autònoma de Barcelona in 1996 and PhD in Communication Sciences from Universitat Autònoma de Barcelona in 2000.

Reader in Advertising in the Department of Communication, Universitat Pompeu Fabra, Barcelona, Spain. Academic Secretary of the Department. Researcher of the “Communication, Advertising & Society” research group (www.cas.upf.edu).

His main research lines are related to advertising and to the relationship between children, teenagers and brands and media.

Main researcher of the project “Online communication of Spanish tourism destinations” (2012-2014), funded by the Ministry of Economy and Competitiveness fs the Spanish Government (www.marcasturisticas.org).

Joan Nogué, University of Girona

Joan Nogué is Professor of Human Geography at the University of Girona (UdG) and Director of the Landscape Observatory of Catalonia (www.catpaisatge.net). He obtained a PhD from the Autonomous University of Barcelona (PhD with distinction) and he further his studies in the University of Wisconsin-Madison (USA). He was appointed Adjunct professor of the University of Western Ontario (Canada). He has been, also, visitant professor in different European and American universities. He has focused mainly on two main lines of research: landscape studies, on the one hand; and geographic, environmental and territorial thought, in the broadest sense of the words, on the other. For three years he was the Director of the International Seminar on Landscape of Menéndez Pelayo International University. He was the Dean of the Faculty of Arts of the UdG from 1996 to 2004. Jaume I Award 2009 on Urbanism, Landscape and Sustainability and Joan Fuster essay (2010) for Paisatge, territori i societat civil.

He is co director of the collection “Teoría y Paisaje” (Theory and Landscape), of Biblioteca Nueva editorial. Member of the Laboratory of Landscape Analysis and Management Research Group (University of Girona). He usually collaborates in the supplement ‘Cultura’s’ of La Vanguardia’s newspaper.

Mònika Jiménez-Morales, Pompeu Fabra University

Mònika Jiménez-Morales is senior lecturer at the Department of Communication, Universitat Pompeu Fabra, Barcelona, Spain. PhD in Audiovisual Communication from Pompeu Fabra University.

Researcher of the “Communication, Advertising & Society” research group (www.cas.upf.edu). She holds a BA in Communication Sciences from Autonomous University of Barcelona and in Humanities from Pompeu Fabra University.

Her main research lines are: Social effects of advertising; Communication and Nutrition; Events management and strategic communication.

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