Place branding: understanding identity, image and brand positioning - a bibliometric and systematic review

Patrick Wendell Barbosa Lessa; Marco Antonio de Moraes Ocke; Indiara Pinto Brezolin

doi:10.5585/2025.29910

Autores

Patrick Wendell Barbosa Lessa Federal University of Santa Catarina (UFSC), Florianópolis, SC, Brazil https://orcid.org/0000-0003-1892-2786
Marco Antonio de Moraes Ocke Federal University of Santa Catarina (UFSC), Florianópolis, SC, Brazil https://orcid.org/0000-0002-0809-6591
Indiara Pinto Brezolin Federal University of Santa Catarina (UFSC), Florianópolis, SC, Brazil https://orcid.org/0009-0007-3443-7971

DOI:

https://doi.org/10.5585/2025.29910

Palavras-chave:

literature review, place branding, brand identity, brand image, positioning

Resumo

Purpose: To conduct a bibliographic mapping of place branding and its respective ramifications (identity, image, and brand positioning), aiming to define concrete concepts and establish future research agendas for the advancement of place brand management.

Design/methodology/approach: A systematic and bibliometric analysis of 182 articles retrieved from the Scopus database was conducted, focusing on business, management, and social sciences. The analysis utilized Bradford's, Lotka's, and Zipf's bibliometric laws, combined with thematic analysis and the use of software such as VOSviewer and Power BI to examine clusters and trends.

Main Findings The results evidence a predominance of studies focused on European and North American contexts, indicating a geographical gap in the literature. The need to investigate the effectiveness of marketing strategies, the influence of social media on place identity, co creation with stakeholders, and the measurement of economic impacts was identified.

Theoretical contribution The study contributes to theory by clarifying frequently confused definitions (identity versus image), mitigating theoretical overlaps. Furthermore, it proposes future agendas that encourage investigation in underrepresented regions and the use of new methodological approaches.

Practical contribution The research assists managers in discerning how the brand should be built (identity) and perceived (image), guiding the development of more effective and aligned positioning strategies to attract tourists, investors, and residents.

Relevance/Originality This work stands out by filling the absence of reviews that clearly define each ramified concept of place branding, empirically validating research opportunities in sustainability, technology, and emerging contexts.

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Tradução

Este artigo é uma tradução em English do artigo: Place branding: compreendendo identidade, imagem e posicionamento de marca - uma revisão bibliométrica e sistemática

Biografia do Autor

Patrick Wendell Barbosa Lessa, Federal University of Santa Catarina (UFSC), Florianópolis, SC, Brazil

Doutorando em Administração pela Universidade Federal de Santa Catarina (UFSC). Pesquisador do Núcleo de Inteligência Competitiva Organizacional em Marketing e Logística (NICO - UFSC). Tem interesse nas áreas de Marketing - Comportamento do Consumidor, Branding - e Tecnologia (redes sociais e e-commerce).

Marco Antonio de Moraes Ocke, Federal University of Santa Catarina (UFSC), Florianópolis, SC, Brazil

Professor Adjunto do Centro Socioeconômico da Universidade Federal de Santa Catarina - UFSC. Departamento de Ciências da Administração - CAD / Programa de Pós-Graduação em Administração - PPGA. Pós-Doutorado (2022/2023) no Departamento de Relações Públicas, Propaganda e Turismo da Escola de Comunicação e Artes da Universidade de São Paulo - ECA/USP. Doutorado em Administração na Linha de Marketing pela Faculdade de Economia e Administração da Universidade de São Paulo - FEA / USP (2015). Mestrado em Comunicação e Mídia pela Universidade Paulista (2010). Bacharelado em Publicidade e Propaganda pela Universidade Mackenzie (2000). Professor na Escola Superior de Propaganda e Marketing - ESPM / SP nas disciplinas: Marketing de Serviços; Branding; Marketing B2B, nos cursos de Graduação em Administração e Publicidade e Propaganda no ano de 2017. Professor e coordenador de cursos de Graduação e Pós-Graduação na Universidade Bandeirante de São Paulo e Anhanguera Educacional nas áreas de Administração, Marketing, Comunicação e Turismo entre 2005 e 2014. Experiência consultiva em comunicação e marketing para grandes empresas: VALE, Samarco, Petrobras, Ford, ITAÚ. Analista de comunicação e marketing da Cia do Metropolitano de São Paulo - METRO-SP entre 1996 e 2000.

Indiara Pinto Brezolin, Federal University of Santa Catarina (UFSC), Florianópolis, SC, Brazil

Mestra em Arquitetura e Urbanismo pela Universidade Federal de Santa Catarina (UFSC), graduada em Arquitetura e urbanismo pela Faculdade Atitus Educação. Participa do Grupo de Pesquisa LAPAM - Laboratório de Psicologia Ambiental, através da linha pesquisa: Comportamento Ambiental do Espaço Urbano e das Edificações. Atuou na revisão e atualização de um plano de mobilidade urbana sustentável através do Laboratório LabTrans/UFSC.

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