The Construction of Experience in Place Brands through the Perspective of Cult Brands
Pedro Toledo | Consultor de estratégia da iN
Before delving into the main points of study and questions addressed in this article, it is necessary to explain the scope and framework of the topic being examined. This article explores both emerging concepts and established ones, and they will interrelate throughout the study.
Thus, we aim to provide a new perspective that connects the concept of Cult Brands and what defines them with the concept of Place Branding—specifically City Branding—and how the effective “consumption” of such a brand occurs.
To achieve this, we will first provide a brief overview of what Cult Brands are, their definition, and the most relevant principles that assist in their construction.
Next, we will discuss the idea of Place Branding and its conceptual definition, followed by a brief reflection on how the “consumption of place brands” occurs, considering that these brands have unique characteristics compared to the traditional notion of a brand.
Finally, we will analyze some successful place brands through the perspective and concepts of Cult Brands, aiming to identify elements that demonstrate how this new perspective helps and enhances the construction of experiences involving place brands.
