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

Article

Russell, David, Sullivan Mort, Gillian and Hume, Margee. 2009. "Analysis of management narrative to understand social marketing strategy: the case for 'Branding Logan City'." Australasian Marketing Journal. 17 (4), pp. 232-237. https://doi.org/10.1016/j.ausmj.2009.06.007
Article Title

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

ERA Journal ID19788
Article CategoryArticle
AuthorsRussell, David (Author), Sullivan Mort, Gillian (Author) and Hume, Margee (Author)
Journal TitleAustralasian Marketing Journal
Journal Citation17 (4), pp. 232-237
Number of Pages6
Year2009
PublisherSAGE Publications Ltd
Place of PublicationOxford, United Kingdom
ISSN1441-3582
1839-3349
Digital Object Identifier (DOI)https://doi.org/10.1016/j.ausmj.2009.06.007
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 focusses 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.

Keywordssocial marketing; city branding; local government; oistive self image; social capital
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
520599. Social and personality psychology not elsewhere classified
350608. Marketing theory
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Byline AffiliationsGriffith University
La Trobe University
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