The Isle of Man: All dressed up but nowhere to go. Can place branding and marketing strategies help turn around the fortunes of the Isle of Man?
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AbstractPlace branding and marketing has become one of the tools employed in the competition between countries and cities for attracting businesses, investments and a talented workforce. Place branding and its underlying factors, place identity and place image, have been widely researched especially in the last two decades, however it is yet to be agreed upon models and frameworks which can assist practitioners in their day-to-day activity. Through investigating the role of place identity in place branding strategies, this research aims to explore how place branding strategies can help the IoM to enhance its image and attract businesses and a talented workforce. Identification of a place brand model or framework would assist the IoM brand managers in their efforts to show the IoM as an attractive location for businesses and workers. This research was conducted adopting a social constructionist philosophy and following an interpretivist theoretical perspective. The focus of the research is placed on comparing and contrasting how the Isle of Man is perceived by local and relocated business people with how it is portrayed through the IoM government websites, providing a contrast between place identity and place brand identity. Therefore 15 interviews are analysed using thematic analysis and six IoM government websites are analysed using qualitative content analysis. From the findings emerged a strong sense of ambiguity when looking at the IoM as a place for business and as a place of residence highlighting the fact that people’s perceptions about places are not one dimensional. This finding supports the suggestion that places have multiple identities. Also some of the characteristics of the IoM were aligned with what was presented in the websites, but other characteristics did not, which coincided with dissatisfaction for the respondents. These findings suggest that misalignment of certain place brand attributes with place identity coincides with dissatisfaction, however the source of dissatisfaction is not the misalignment but rather the quality of the attributes not matching the expectations. Classification of the place brand attributes that give rise to dissatisfaction or satisfaction is identified as an important factor in developing the place brand strategies. The contribution of this research is focused on making a difference to business practices by offering a practical solution; an adaptation of the Two-factor Theory is suggested as a tool that could aid the process of brand attribute classification. The application of the Two-factor Theory could assist the IoM brand managers to monitor and develop the alignment of place identity with place brand identity. Whilst the adaptation of the Two-factor theory has already been confirmed in product branding, further quantitative research could help in establishing its reliability and validity for place branding.
CitationClements, F. (2020). The Isle of Man: All dressed up but nowhere to go. Can place branding and marketing strategies help turn around the fortunes of the Isle of Man? [Unpublished doctoral thesis]. University of Chester.
PublisherUniversity of Chester
TypeThesis or dissertation
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