Papers by Ivo de Noronha
Cities, 2017
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2015 dissertation for MSc International Marketing Management. Selected by academic staff as a goo... more 2015 dissertation for MSc International Marketing Management. Selected by academic staff as a good example of a masters level dissertation. This paper explores the construct of place branding and specifically addresses how place branding is envisaged by TCMs and BIDs in the UK. Drawing from the literature, the primary research focuses on identifying the practices and the challenges related to place branding faced by these schemes within the theoretical framework of branding. The study also probes into the effectiveness of the TCMs and BIDs viz-a-viz place branding and analyses the future of place branding in the context of urban regeneration. The findings of this research corroborate that the very paradigm of place branding is not very lucid in the TCM/BID world and perhaps even ‘misunderstood’. Similarly, the effectiveness of the TCMs and BIDs is expounded and the underlying weaknesses in the TCM/BIDs exposed. Furthermore, the study reveals a virtual north-south divide (in terms of...
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A B S T R A C T Although the knowledge about place branding and place management is growing, ther... more A B S T R A C T Although the knowledge about place branding and place management is growing, there is a substantial gap in the understanding of place branding among professionals responsible for the management of town and city centres, including private-public partnership formats such as business improvement districts (BIDs). This exploratory study addresses this knowledge gap through in-depth interviews with key professionals in England, Wales, Northern Ireland and the Republic of Ireland. The results suggest that the strategic potential of place branding is negatively affected by a focus on operational thinking, which hinders innovation towards more holistic approaches to place management. Further quantitative research is needed to elaborate on these findings across the UK, Ireland and other countries to enhance the understanding of the uses and interpretations of place branding among town and city managers.
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Books and reports by Ivo de Noronha
How important is strategic place branding for the success of town centres and visitor destination... more How important is strategic place branding for the success of town centres and visitor destinations? What can and cannot be achieved by place branding? Should places be branded at all? This report presents key findings from a research study published recently in the journal Cities and conducted with business improvement district (BID) and town centre management (TCM) professionals in the UK exploring their perceptions of place branding.
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Papers by Ivo de Noronha
Books and reports by Ivo de Noronha