Vietovės prekės ženklo kūrimo koncepcijų teorinės įžvalgos

Abstract

Straipsnyje analizuojamos pagrindinės vietovės prekės ženklo kūrimo koncepcijos bei jų svarbiausi bruožai, pateikiami ir palyginami skirtingų vietovės prekės ženklo kūrimo koncepcijų modeliai. Straipsnyje taip pat įvardijami vietovės prekės ženklo kūrimo procesai, jų tikslai, prekės ženklo kūrimo proceso dalyviai. Atliktos mokslinių šaltinių analizės pagrindu pateikiamas vietovės prekės ženklo koncepcijų palyginimas

In recent years place branding phenomena gets more and more attention in marketing science literature, this is based on raising amount of articles and untraditional place branding phenomena analysis concepts. Because of the rising amount of articles and different philosophies of place branding it is getting hard to understand differences between and compare it. Usage of different concepts and tools for place branding, sometimes even different understanding of the phenomena is influenced by different attitudes to place branding. For people just starting to analyze or use place branding phenomena is hard to find systematic information about different ways of place branding. That’s why authors analyze different views of place branding, value creation process, strong and weak sides of it. In the scientific literature of place branding two different views to place branding is found – branding places as products / services and place branding in corporate branding style. After analysis of place branding as product or services was found that core principle is to create competitive advantage and value for customer, which helps to sell place or place’s product for customers. Application of product branding concept for places provide tools for place communication, product development, pricing, sales promotion and in additional it gives background to create brand personality. L. Maheshwari (2011) offers the opinion that place marketing for today’s changing environment, because it cannot offer effective planning and decision making tools for target group selection and communication. In summary of place branding concept analysis, firstly it should be said, that main issue of this concept is creation of competitive advantage by forming unique place image and communicating it by integrated approach. Because of many stakeholder involved in the process, their values, attitudes should be integrated. [...]