Analysis of management narrative to understand social marketing strategy: The case of 'Branding Logan City'

David Russell, Gillian Sullivan Mort, Margee Hume

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

This paper presents a unique city branding case applying narrative analysis to the marketing manager's account of his long running campaign to brand Logan City. The analysis finds that the campaign has many of the hallmarks of social marketing, but focuses strongly on citizen's positive self image and social capital development. Elements of city branding are employed but the approach is 'self directed', rather than the usual approach of 'other directed'. The desired outcomes are a positive self and community image laying the foundation for a community confident to undertake various economic development tasks. Implications for social marketing theory and management and future research are discussed. Crown

Original languageEnglish
Pages (from-to)232-237
Number of pages6
JournalAustralasian Marketing Journal
Volume17
Issue number4
DOIs
Publication statusPublished - 1 Nov 2009
Externally publishedYes

Keywords

  • City branding
  • Local government
  • Positive self image
  • Social capital and economic development
  • Social marketing

Fingerprint Dive into the research topics of 'Analysis of management narrative to understand social marketing strategy: The case of 'Branding Logan City''. Together they form a unique fingerprint.

  • Cite this