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Interdisciplinary Lunchtime Seminar
‘Yes.. reap… from Brooklyn?’ Place Brand Equity in Digital Marketplaces
Dr. Patrick Adler
(Assistant Professor, Department of Geography, The University of Hong Kong)
Date/Time: April 11, 2023 | 12:30 – 2:00 pm HKT (April 10, 2023 | 9:30 – 10:30 pm PDT)
Venue: Room 201, 2/F, May Hall, The University of Hong Kong, or Via Zoom
Language: English
Enquiry: ihss@hku.hk
Interdisciplinary Lunchtime Seminar
‘Yes.. reap… from Brooklyn?’ Place Brand Equity in Digital Marketplaces
Dr. Patrick Adler
(Assistant Professor, Department of Geography, The University of Hong Kong)
Date/Time: April 11, 2023 | 12:30 – 2:00 pm HKT (April 10, 2023 | 9:30 – 10:30 pm PDT)
Venue: Room 201, 2/F, May Hall, The University of Hong Kong, or Via Zoom
Language: English
Enquiry: ihss@hku.hk
Title:
‘Yes.. reap… from Brooklyn?’ Place Brand Equity in Digital Marketplaces
Speaker:
Dr. Patrick Adler (Assistant Professor, Department of Geography, HKU)
Date/Time:
April 11, 2023 | 12:30 – 1:30 pm (HKT) / April 10, 2023 | 9:30 – 10:30 pm (PDT)
Venue:
Room 201, 2/F, May Hall, The University of Hong Kong (Map), or
Via Zoom
Language:
English
Enquiry:
Title:
‘Yes.. reap… from Brooklyn?’ Place Brand Equity in Digital Marketplaces
Speaker:
Dr. Patrick Adler (Assistant Professor, Department of Geography, HKU)
Date/Time:
April 11, 2023 | 12:30 – 1:30 pm (HKT) / April 10, 2023 | 9:30 – 10:30 pm (PDT)
Room 201, 2/F, May Hall, The University of Hong Kong (Map), or
Via Zoom
Language:
English
Enquiry:
“Bollywood” and “Broadway” are examples of creative districts with strong brand equity. This paper reflects on the possibility that place brands are local externalities. It postulates that branding power is highest in markets for symbolically-differentiated goods including agriculture, wine and creative products. A theory of place brands as “judgement devices” (Karpik, 2010) is offered, whereby the place brand serves to facilitate the ranking of products that are not fundamentally comparable. This theory is considered in the context of a digital music market, an area where transaction costs to consumption are presumed to be higher. Results indicate that artists who use place brands are more successful, but the benefits of branding may be most profound for already successful musicians.
Dr. Patrick Adler is Assistant Professor in HKU’s Department of Geography where he teaches courses on creative industries and regional economic development. His current research focuses on urbanized creativity and the diffusion of economic development policies in the US. He holds a PhD in Urban and Regional Planning from UCLA.
POSTER
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