An Overview and Analysis of Place Branding with Music Icons
College
College of Arts and Sciences
Department
Mass Communication
Faculty Mentor
Dr. Padmini Patwardhan
Abstract
Music plays an undoubtedly important role in the branding of products and services, but how are music icons used to brand places? Many cities around the globe market themselves as being the location of a music icon, whether it’s the home, birthplace, or final resting place of the musician. This study explores the use of music icons in the branding of places as part of the overall branding strategy. After an extensive review of the concept of place branding, including its history and basic strategy options, this research will focus on the difference between strategic and organic branding used to market places. Subsequently, the study will provide three case studies on music-branded places in the southeastern United States, including Graceland (Memphis, Tennessee); Augusta, Georgia; and Pigeon Forge, Tennessee, to explore the application of these strategies. The cases will be used to analyze the organic or strategic nature of the branding; the characteristics of the places in relation to the music; the characteristics of the target in relation to the icon’s music; the point at which the branding began; and the places’ attention to other attractions. The research will explore these topics while providing an explanation as to why music is so vital to the branding, marketing, and overall culture of places. The study contributes by offering a closer look at an often under-researched topic in branding literature, with the cases serving as guidelines for future successful place branding campaigns.
Honors Thesis Committee
Padmini Patwardhan , Ph.D.; Marilyn Sarow, Ph.D.;Hemant Patwardhan, Ph.D.
Course Assignment
Thesis Research, HONR 450H; Honors Thesis Symposium, HONR 451H
Start Date
22-4-2016 3:00 PM
End Date
22-4-2016 3:15 PM
An Overview and Analysis of Place Branding with Music Icons
West Center, Room 217
Music plays an undoubtedly important role in the branding of products and services, but how are music icons used to brand places? Many cities around the globe market themselves as being the location of a music icon, whether it’s the home, birthplace, or final resting place of the musician. This study explores the use of music icons in the branding of places as part of the overall branding strategy. After an extensive review of the concept of place branding, including its history and basic strategy options, this research will focus on the difference between strategic and organic branding used to market places. Subsequently, the study will provide three case studies on music-branded places in the southeastern United States, including Graceland (Memphis, Tennessee); Augusta, Georgia; and Pigeon Forge, Tennessee, to explore the application of these strategies. The cases will be used to analyze the organic or strategic nature of the branding; the characteristics of the places in relation to the music; the characteristics of the target in relation to the icon’s music; the point at which the branding began; and the places’ attention to other attractions. The research will explore these topics while providing an explanation as to why music is so vital to the branding, marketing, and overall culture of places. The study contributes by offering a closer look at an often under-researched topic in branding literature, with the cases serving as guidelines for future successful place branding campaigns.
