Multiple stakeholders and multiple city brand meanings

Abstract

Purpose

The purpose of this paper is to explore whether multiple stakeholders imbue a single or multiple meanings to a city brand.

Design/methodology/approach

The branding literature hints at multiple stakeholders but most studies take a single stakeholder perspective. A two‐stage quantitative study was used to examine similarities and differences between two stakeholder groups. The context for the study is city branding.

Findings

The evidence suggests that different external stakeholders do have different brand meanings associated to a city brand. Each stakeholder group applies their own filter to interpret the meaning of the city brand. Essentially, a new conceptualisation of the city brand is provided.

Research limitations/implications

Although the samples are reasonably large, it is important to apply the framework to other city brands to test for generalisability. Future research might also test the filter concept in the more general context of corporate branding.

Practical implications

Organisations need to recognise the multi‐faceted, multiple meanings of the brand as a whole. Corporate communication requires adjustment from a convergence approach to one that recognises different brand purposes for each stakeholder group. The ideas are readily usable in not‐for‐profit communities.

Originality/value

The paper joins a small number of studies that challenge the conventional wisdom that convergence of brand meaning across stakeholder groups is an ideal state. The paper develops a filter concept as a way of showing that different stakeholder groups might use a different filter or lens to interpret a city brand.

Citation

Merrilees, B., Miller, D. and Herington, C. (2012), "Multiple stakeholders and multiple city brand meanings", European Journal of Marketing, Vol. 46 No. 7/8, pp. 1032-1047. https://doi.org/10.1108/03090561211230188