Linking Culture and the Environment

U. Jamrozy and J.A. Walsh 139
Existing studies have mostly focused on the process of branding but largely
ignored the larger theoretical frameworks and significance in society. With the
notion of local identities in a globalized world, we suggest to examine branding
in the context of bioregionalism, macromarketing and sustainability.
Brand Identities
During the process of integrated destination branding, marketers need to identify
the core identity of the local place. Previously, Walsh et al. (2001) proposed
to use the sense of place of the residents instead of a perceived destination
image when marketing a place. This sense of place may be captured when we
realize the brand identity of a place. Few studies have attempted this task.
Van Keken et al. (2005) examined ‘resident perceptions of local identity:
the case of Zeeland (Netherlands)’. Through a qualitative and quantitative
research design, the authors questioned over 5000 residents about their local
culture, feelings and sensory experiences in their everyday world. This
knowledge provided ‘an opportunity to gain insights in the construction of
their perceived and experienced identity’ and could be used for the construction
of brand identity. They considered their research ‘a rather proactive
study which attempts to establish a “true sense of identity” that will be used
in marketing of the region’. Results include ‘affinity’ or a regional sense of
belonging to the place, a description of the culture and resident perceptions
on experiencing the place. The geographic sense of place and the sensual
perceptions play a significant role in identifying the identity of a place.
Konecnik and Go (2008) examined the tourism destination brand identity
of Slovenia. Their strategic brand analysis framework comprised three
parts: a tourist analysis, competitor analysis and self analysis. The vision of
the brand identity system represented the process of developing a destination
brand identity which incorporated relevant local cultural characteristics.
During the process they emphasized maintaining ‘places’ of social meaning
as opposed to creating ‘non-places’ that result when a community surrenders
to being driven by commercial interests of globalization.
Matching the scale of these disparate forces – the quest for cultural continuity
and the change introduced by tourism – in a manner that leads to economic
prosperity on a sustainable growth model represents a formidable challenge.
Inherent in such challenge is the role of strengthening a destination’s identity
rather than erasing it.
(Konecnik and Go, 2008, p. 181)
In a third study, Askegaard and Kjeldgaard (2007) discussed the role of branding
in regional development in the context of the global cultural economy.
They examined the branding of the local gastronomic industry on the island
of Fuenen, Denmark. The local food industry was changed and enhanced
through adapting, mixing and evolving their local cultural food heritage with
the global offerings. Broadly interpreted, the authentic local foods were
enhanced with global foods and the destination was branded based on the
available unique cuisine. Some may fear the loss of authenticity in this process,