The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to identify some salient success criteria of provenance associations as core values of place umbrella brands.
The study delineates a conceptual framework, which illustrates important components in place umbrella branding. It also highlights a set of criteria to aid prioritisations among prospective provenance associations that have a potential to be used as brand values of place umbrella brands.
The paper identifies some characteristics of provenance associations, which make them more transferable across a bundle of umbrella brand partners. The generation of better marketing theory in the field of place branding will make it easier for practitioners to reach the right decisions in choice of provenance associations.
It is claimed that transcendence is related to the transferability of provenance associations across a bundle of brands. Because transferability strongly depends on perceptions of similarity, the starting point is to identify matches between the partner brands based on their shared provenance.
The article ends with a recommendation that researchers in place branding should carefully analyze provenance associations according to the suggested criteria.
