An identity-centered approach to place branding: Case of industry partners' evaluation of Iowa's destination image

This exploratory study aims to adopt an identity-centered approach for evaluating Iowa's destination image among industry partners, who are often seen as a less-important stakeholder group in place branding research. Brand identity attributes of the ongoing branding strategy, ‘Iowa Life Changin...

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Bibliographic Details
Published in:The journal of brand management 2011-04, Vol.18 (6), p.438-450
Main Author: Mak, Angela K Y
Format: Article
Language:English
Subjects:
Advertising
Brand equity
Brand identification
Brand image
Brand loyalty
Business and Management
Logos
Management
Marketing
Original Article
Product differentiation
Stakeholders
States
Studies
Tourism
Tourist attractions
Travel
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Summary:This exploratory study aims to adopt an identity-centered approach for evaluating Iowa's destination image among industry partners, who are often seen as a less-important stakeholder group in place branding research. Brand identity attributes of the ongoing branding strategy, ‘Iowa Life Changing’, were first identified through a document analysis and an elite interview. A random stratified sampling was then used in a telephone survey with 200 industry partners. Of the 114 valid responses, the gap between the brand identity and brand image of Iowa as a travel destination and respondents’ strength of identification with the Iowa Tourism Office were measured. Specifically, results showed a consistency and some dynamic linkages among the three constructs. Practical implications and future research directions on industry partners are also discussed.
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2010.56