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

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Author(s): Martin Hannibal (University of Southern Denmark, Denmark)and Erik S. Rasmussen (University of Southern Denmark, Denmark)
Copyright: 2017
Pages: 20
Source title: Global Place Branding Campaigns across Cities, Regions, and Nations
Source Author(s)/Editor(s): Ahmet Bayraktar (Bozok University, Turkey)and Can Uslay (Rutgers University, USA)
DOI: 10.4018/978-1-5225-0576-1.ch004

Keywords: Business & Management / Business Science Reference / Hospitality, Travel & Tourism Management / Hospitality, Travel, and Tourism Management

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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.

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