Skip to main content
SpringerLink
Log in

Place branding for sustainable futures: A case study

  • Original Article
  • Published:
Place Branding and Public Diplomacy Aims and scope Submit manuscript

Abstract

This article discusses how ‘New Norcia’ has changed from simply the name of a small rural town in regional Western Australia, to a high equity, ‘typical’ brand. It outlines the importance of the extrinsic and intrinsic characteristics and the subsequent strong link with the marketplace. The article illustrates how a brand can, and has, reflected a current trend in society, while maintaining the fundamental beliefs and traditions of a devoted religious order. In establishing their business, the New Norcia monks chose to preserve the monastic ambience of their town by focusing on a fundamental ethos of their Order – that of offering hospitality to all who come to their door through the provision of monastic staples – bread, olive oil and wine. An emerging form of branding, based on ‘place’, is discussed.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Anholt, S. (2002) Foreword to the special issue on place branding. Journal of Brand Management 9 (4): 229–239.

    Article  Google Scholar 

  • Anholt, S. (2007) Competitive Identity. London, UK: Palgrave Macmillan.

    Book  Google Scholar 

  • Askegaard, S. and Kjeldgaard, D. (2007) Here, there and everywhere: Place branding and gastronomical globalization in a macromarketing perspective. Journal of Macromarketing 27 (2): 138–147.

    Article  Google Scholar 

  • Assael, H. (1985) Marketing Management: Strategy and Action. Boston, MA: PWS-Kent.

    Google Scholar 

  • Association Monastic. (2001). http://translate.google.com/translate?hl=enandsl=frandu=http://www.abbayes.net/travail/monastic1.htm&prev=/search%3Fq%3Dmonastic%2Bassociation%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG, accessed 28 June 2002.

  • Brandenbury, A.M. and Carroll, M.S. (1995) Your place or mine? The effect of place creation on environmental values and landscape meanings. Society and Natural Resources 8 (5): 381–398.

    Article  Google Scholar 

  • Burgess, P. (2000) Discovering hidden histories: The identity of place and time. Journal of Urban History 26 (5): 645–656.

    Article  Google Scholar 

  • D'Amico, A. (2004) The enhancement of the typical products value: From commodity to experience: The case of esperya.com. British Food Journal 106 (10/11): 793–805.

    Article  Google Scholar 

  • Dunmore, J. (2001) Growing trade in processed foods. Food Review 24 (3): 0–2.

    Google Scholar 

  • Feitelson, E. (1991) Sharing the globe: The role of attachment to place. Global Environment Change 1 (5): 396–406.

    Article  Google Scholar 

  • Fournier, S. and Yao, J. (1997) Reviving brand loyalty: A reconceptualization within the framework of consumer brand relationships. International Journal of Research in Marketing 14 (5): 451–472.

    Article  Google Scholar 

  • Fullilove, M.T. (1996) Psychiatric implications of displacement: Contributions from the psychology of place. The American Journal of Psychiatry 153 (12): 1516–1523.

    Article  Google Scholar 

  • Goffman, E. (1959) The Presentation of Self in Everyday Life. New York: Penguin Books.

    Google Scholar 

  • Hall, C.M. (2003) Introduction to Tourism: Dimensions and Issues, 4th edn. Frenchs Forest, Australia: Hospitality Press.

    Google Scholar 

  • Hanna, S. and Rowley, J. (2008) An analysis of terminology use in place branding. Place Branding and Public Diplomacy 4: 61–75.

    Article  Google Scholar 

  • Harris, B.F. and Strang, R.A. (1985) Marketing strategies in the age of generics. Journal of Marketing 49 (Fall): 70–81.

    Article  Google Scholar 

  • Hummon, D.M. (1992) Community attachment local sentiment and sense of place. In: I. Altman and S. Low (eds.) Place Attachment. New York: Plenum Press, pp. 253–278.

    Chapter  Google Scholar 

  • Hurst, M.S. (2008) Anabaptism: The beginning of a new Monasticism. Paper presented at ‘Christian Mission in the Public Square’ conference of the Australian Association for Mission Studies (AAMS) and Public and Contextual Theology Research Centre of Charles Sturt University. Australian Centre for Christianity and Culture (ACC&C), Canberra, 2–5 October.

  • Kapferer, J. (1992) Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity. London: Kogan-Page.

    Google Scholar 

  • Kerr, G. (2006) From destination brand to location brand. Journal of Brand Management 13 (4/5): 276–284.

    Article  Google Scholar 

  • Kotler, P. (1994) Marketing Management: Analysis, Planning, Implementation and Control. Englewood Cliffs, NJ: Prentice-Hall.

    Google Scholar 

  • Kruger, L.E. (1996) Understanding place as a cultural system: Implications of theory and method. Published PhD, University of Washington.

  • Low, S.M. and Altman, I. (1992) Place attachment: A conceptual inquiry. In: I. Altman and S. M. Low (eds.) Human Behaviour and Environment. New York: Plenum Press, pp. 1–12.

    Google Scholar 

  • Mattiacci, A. and Vignali, C. (2004) The typical products within food ‘Glocalisation’: The makings of a twenty-first century industry. British Food Journal 106 (10/11): 703–713.

    Article  Google Scholar 

  • Papadopoulos, N. and Heslop, L. (2002) Country equity and country branding: Problems and prospects. Journal of Brand Management 9 (4/5): 294–315.

    Article  Google Scholar 

  • Patterson, P.M., Burkink, T.J., Lipsey, R.S. and Lipsey, J. (2003) Targeting tourists with state branding programs. Agribusiness 19 (4): 525–538.

    Article  Google Scholar 

  • Ponsonby-McCabe, S. and Boyle, E. (2006) Understanding brands as experiential spaces: Axiological implications for marketing strategists. Journal of Strategic Marketing 14 (June): 175–189.

    Article  Google Scholar 

  • Relph, E. (1976) Place and Placelessness. London: Pion.

    Google Scholar 

  • Ryan, M.M. and McKenzie, F.H. (2003) A monastic tourist experience: The packaging of a place. Tourism Geographies 5 (1): 54–70.

    Article  Google Scholar 

  • Ryan, R.L. (2005) Exploring the effects of environmental experience on attachment to urban natural areas. Environment and Behaviour 37 (1): 3.

    Article  Google Scholar 

  • Sage, A. (2002) Holy orders, wholly online. The Weekend Australian Magazine: 9.

  • Santich, B. (1995) The Original Mediterranean Cuisine: Medieval Recipes for Today. Adelaide, Australia: Wakefield Press.

    Google Scholar 

  • Schiffman, L. and Kanuk, L. (1991) Consumer Behavior. Englewood Cliffs, NJ: Prentice-Hall.

    Google Scholar 

  • Steel, D.G. (2000) Polar bonds: Environmental relationships in the polar regions. Environment and Behaviour 32 (6): 796–816.

    Article  Google Scholar 

  • Stock, F. (2009) Identity, image and brand: A conceptual framework. Place Branding and Public Diplomacy 5 (2): 118–125.

    Article  Google Scholar 

  • The Benedictine Community of New Norcia. (1991) The Story of New Norcia, 7th edn. Perth, Australia: Frank Daniels.

  • Thompson, C. and Arsel, Z. (2004) The starbucks brandscape and consumers’ (anticorporate) experiences of glocalization. Journal of Consumer Research 31 (December): 631–642.

    Article  Google Scholar 

  • Warnaby, G. and Bennison, D. (2006) Reciprocal urban place marketing and co-branding? Retail applications. Place Branding 2 (4): 297–311.

    Article  Google Scholar 

  • Weber, M. and Tyrrell, J. (2000) City tourism managing place images and creating place brands: The role of mainstream marketing and public relations techniques. In: M. Robinson, R. Sharpley, N. Evans, P. Long and J. Swarbrooke (eds.) Developments in Urban and Rural Tourism: Reflections on International Tourism. Sunderland, UK: The Centre for Travel and Tourism in Association with Business Education.

    Google Scholar 

  • Williams, D.R. and Patterson, M.E. (1999) Environmental psychology: Mapping landscape meanings for ecosystem management. In: H.K. Cordell and J.C. Bergstrom (eds.) Integrating Social Sciences and Ecosystem Management: Human Dimensions in Assessment, Policy and Management. Champaign, IL: Sagamore Press, pp. 141–160.

    Google Scholar 

  • Williams, D.R., Patterson, M.E., Roggenbuck, J.W. and Watson, A.E. (1992) Beyond the commodity metaphor: Examining emotional and symbolic attachment to place. Leisure Sciences 14 (1): 29–46.

    Article  Google Scholar 

  • Williams, D.R. and Vaske, J.J. (2003) The measurement of place attachment: Validity and generalizability of a psychometric approach. Forest Science 49 (6): 480–830.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. School of Marketing, Tourism and Leisure Edith Cowan University, 270 Joondalup Drive, Joondalup, 6027, Western Australia

    Maria M Ryan & Katherine Mizerski

Authors
  1. Maria M Ryan
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Katherine Mizerski
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

About this article

Cite this article

Ryan, M., Mizerski, K. Place branding for sustainable futures: A case study. Place Brand Public Dipl 6, 49–57 (2010). https://doi.org/10.1057/pb.2010.2

Download citation

  • Received:

  • Revised:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/pb.2010.2

Keywords

Search

Navigation