An investigation of the potential of branding a city through culture: A case of Thohoyandou town in Thulamela Local Municipality, Limpopo Province, South Africa.

Literature review reveals that little effort has been made from a South African perspective to assess how marketing of cities through branding might be a source of enhancing competitiveness, attracting tourists and investments. Therefore, the main aim of this study is to investigate the potential of branding Thohoyandou city through culture. Specifically the research sought to analyze the extent to which city managers have used local culture to brand Thohoyandou as a unique town; to explore how Thulamela municipality has used branding as a creative and innovative tool to market the town; to determine factors which are critical to transforming Thohoyandou into a competitive town through cultural branding and to recommend a branding framework strategy that will incorporate the potential of branding the city through culture. Data was collected from 384 respondents in Thohoyandou through a questionnaire survey and 14 municipal officials from Thulamela municipality. Qualitative data was collected using pattern recognition and pattern matching; and the Goal Achievement Matrix (GAM) technic. Quantitative data analysis tools include Pearson correlation-coefficient, multiple regression analysis, proportions and analysis of mean score values. Collected data was analyzed using Statistical Package for Social Sciences (SPSS) version 28. Data was presented through the use of tables, graphs, and charts. The study findings highlight that Thohoyandou city managers have used local culture to brand the town as unique town. The results from the goal achievement matrix show that the spatial development framework (SDF) and the local economic development (LED) as policy instruments have performed well in terms of promoting Thohoyandou as unique town. Results further revealed that the municipality has used branding as a creative and innovative tool to market the town. The Pearson Correlation-Coefficient was used to depict the association between the brand communication platforms and beneficial attributes of a well marketed town. Multiple regression analysis results revealed that selected study predictors are significant in to transforming Thohoyandou into a competitive town through cultural branding. The study also recommended a branding framework strategy suitable for branding Thohoyandou through culture.

Author dc:creator

• Mboneni, Khumbudzo

Advisors dc:contributor.advisor

• Gondo, T.
• Bikam, P.

• Branding
• City Branding
• Image of the City
• City Marketing
• Culture
• Competiiveness
• Creativity
• Innovation

Statement dc:rights

• University of Venda

Language dc:language.iso

en

Repository record dc:identifier.uri

http://univendspace.univen.ac.za/handle/123456789/2692

OAI identifier oai:identifier

oai:univendspace.univen.ac.za:123456789/2692