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Towards a network place branding through multiple stakeholders and based on cultural identities: The case of “The Coffee Cultural Landscape” in Colombia

Norberto Muñiz Martínez (Department of Economics and Business Management, University of León, León, Spain)

Journal of Place Management and Development

ISSN: 1753-8335

Article publication date: 14 March 2016

1468

Abstract

Purpose

This paper aims to analyse the creation of a place brand for Colombia’s coffee region, within the framework of the evolution of place branding from traditional, one institution-led marketing approaches towards a more modern concept of network branding involving multiple stakeholders. The production of quality coffee in this region has been complemented with the development of coffee-themed rural tourism, which helps Colombia to enhance the value and positioning of its resources in the context of the economic and cultural exchanges inherent in globalisation.

Design/methodology/approach

Following a theoretical and conceptual analysis of place branding, this paper explores the case of the Coffee Triangle, examining the network of interrelationships involved in the process of business-led coffee branding and place branding by public institutions to achieve a dynamic identity asset shared by various parties. This study entailed fieldwork in Colombia to visit the region and hold meetings with managers in public administration, representative companies in the region and various social groups and entities.

Findings

Following a conceptual analysis which attempts to demonstrate the evolution of place branding towards a more holistic, multi-party and networked approach, the case study confirms the formation of complex interactions between stakeholders and public and private institutions at the local, regional, national and even international level.

Practical/implications

This successful initiative can serve as an example for other food production regions in emerging countries, helping them to improve their positions in global scenarios and enhance the value of their physical products through a heightened awareness and appreciation of the culture associated with these natural environments and landscapes. Synergies between business and place branding are also analysed.

Originality/value

This paper looks at an instance of place branding involving multiple stakeholders and on the basis of cultural and dynamic identity. It comprises an inter-regional case study in Colombia. South America is a sub-continent where some interesting and successful place projects are being implemented that add nuances to global economic and cultural dialogue, which has probably focused mainly on the Western world and the industrial nations of Asia.

Keywords

Acknowledgements

The author wishes to thank Mr Luis Fernando Ramirez Echeverry for his guidance in organizing meetings with public and private institutions and individuals, allowing this research.

Citation

Muñiz Martínez, N. (2016), "Towards a network place branding through multiple stakeholders and based on cultural identities: The case of “The Coffee Cultural Landscape” in Colombia", Journal of Place Management and Development, Vol. 9 No. 1, pp. 73-90. https://doi.org/10.1108/JPMD-11-2015-0052

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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