Developing a value co-creating place brand : Case TornioHaparanda
Kannala, Markus (2012)
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012052910492
https://urn.fi/URN:NBN:fi:amk-2012052910492
Tiivistelmä
Kannala, Markus 2012. Developing a value co-creating place brand. Case TornioHaparanda. Master’s Thesis. Kemi-Tornio University of Applied Sciences, Business and Culture. Pages 111. Appendicies 1-2.
The main objective of this research is to study place branding development possibilities in the context of TornioHaparanda. The focus is on the holistic approach of place branding incorporated with the service-dominant logic and its value co-creation, and its utilisation as a part of the strategic plans. Additionally, the Thesis aims to learn from prior marketing operations in order to investigate how they can contribute to the place branding operations. The purposed place brand development plan implements the theoretical framework, and applies empirical information from reference case examples, and utilises the analysis of prior marketing operations in the context of TornioHaparanda.
The Thesis is based on the qualitative study approach. The theoretical framework of the research was obtained by reviewing relevant literature. Empirical data were collected thorough in-depth interviews, direct observations, and participatory observations. Multiple sources and methods of data collection were utilised to produce a complete, holistic and contextual portrait of the object under scrutiny. The data is analysed mainly by building explanation to draw empirically based conclusions.
The results of the research identify the value co-creation in the process of building the development plan for the place, but also in the future development of the place brand itself. The active and committed stakeholders are the key factors in the value co-creation. The value can be utilised in the strategic planning of TornioHaparanda to provide a solid groundwork for collaboration incorporating the brand strategy to the collaborative strategy of TornioHaparanda, Vision 2020. To build the brand strategy a development plan for the TornioHaparanda cross-border context is presented. The plan comprises the needed resources, operations, finance, and timetable. Eventually, a new and increasingly focused and organised business model needs to be created to contribute to the positive development of TornioHaparanda.
The main objective of this research is to study place branding development possibilities in the context of TornioHaparanda. The focus is on the holistic approach of place branding incorporated with the service-dominant logic and its value co-creation, and its utilisation as a part of the strategic plans. Additionally, the Thesis aims to learn from prior marketing operations in order to investigate how they can contribute to the place branding operations. The purposed place brand development plan implements the theoretical framework, and applies empirical information from reference case examples, and utilises the analysis of prior marketing operations in the context of TornioHaparanda.
The Thesis is based on the qualitative study approach. The theoretical framework of the research was obtained by reviewing relevant literature. Empirical data were collected thorough in-depth interviews, direct observations, and participatory observations. Multiple sources and methods of data collection were utilised to produce a complete, holistic and contextual portrait of the object under scrutiny. The data is analysed mainly by building explanation to draw empirically based conclusions.
The results of the research identify the value co-creation in the process of building the development plan for the place, but also in the future development of the place brand itself. The active and committed stakeholders are the key factors in the value co-creation. The value can be utilised in the strategic planning of TornioHaparanda to provide a solid groundwork for collaboration incorporating the brand strategy to the collaborative strategy of TornioHaparanda, Vision 2020. To build the brand strategy a development plan for the TornioHaparanda cross-border context is presented. The plan comprises the needed resources, operations, finance, and timetable. Eventually, a new and increasingly focused and organised business model needs to be created to contribute to the positive development of TornioHaparanda.