Tampere - All Bright! Ambassador network - an international place branding tool
Taverne, Mari (2015)
Taverne, Mari
Tampereen ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120319102
https://urn.fi/URN:NBN:fi:amk-2015120319102
Tiivistelmä
Place branding has become an essential part of regional development strategies and it has been recognized to be a significant part of different international marketing activities of a city or a region. The international marketing activities have been concentrated in investment promotion as well as tourism attraction. In recent years, talent attraction has developed to be a more and more important part of the international marketing strategy of a city and therefore it has influenced the development of new and nontraditional marketing tools and methods. Place branding is no more leaning on traditional marketing but it has introduced the importance of connections and networks as modern marketing methods. Word-of-mouth and relational branding are new phenomenon which could be utilized as a branding tools even to a greater extent. An ambassador of a place gives a face and new a channel for place branding tool box as well as it can be converted to become a regional development tool as well.
The objective of this thesis is to define the most important motivational factors that influence potential ambassadors to join the case company’s ambassador network and which are the motives that influence the ambassadors in long term to promote the city region on their own channels and networks. This thesis will provide a clear framework of the motivational factors which can be utilized in strategic planning of an ambassador network in place branding context. In addition to the motivation framework the outcomes of this thesis are the suggestions for the Tampere – All Bright! Ambassador network for its future development process. This study was conducted by using qualitative research and benchmarking methods.
The theoretical part of this thesis consists theories of branding, place branding, network management, social capital and human motivators. These theories are combined to establish a theoretical framework for this study and to provide the possibility for the researcher to analyse the ambassador networks from human perspective as well as from modern marketing perspective. The theoretical part consists of confidential information of a research for the commissioner and information of a development project which results are partly used in this study. With the help of this study, the commissioner has the possibility to develop the Tampere – All Bright! Ambassador network as a long term place branding, international marketing and a regional development tool.
The objective of this thesis is to define the most important motivational factors that influence potential ambassadors to join the case company’s ambassador network and which are the motives that influence the ambassadors in long term to promote the city region on their own channels and networks. This thesis will provide a clear framework of the motivational factors which can be utilized in strategic planning of an ambassador network in place branding context. In addition to the motivation framework the outcomes of this thesis are the suggestions for the Tampere – All Bright! Ambassador network for its future development process. This study was conducted by using qualitative research and benchmarking methods.
The theoretical part of this thesis consists theories of branding, place branding, network management, social capital and human motivators. These theories are combined to establish a theoretical framework for this study and to provide the possibility for the researcher to analyse the ambassador networks from human perspective as well as from modern marketing perspective. The theoretical part consists of confidential information of a research for the commissioner and information of a development project which results are partly used in this study. With the help of this study, the commissioner has the possibility to develop the Tampere – All Bright! Ambassador network as a long term place branding, international marketing and a regional development tool.