Towards an Integrated Approach for Place Brand Management
AbstractThe number of cities claiming to make use of branding has been growing considerably in the last decade. Competition is one of the key drivers for cities to establish their place as a brand and promoting that place to visitors, investors, companies and residents. Unfortunately, place marketers often believe that the place brand is a controllable and fully manageable communication tool. Yet a brand is by definition a network of associations in consumersâ€šÃ„Ã´ minds and is therefore based on the perceptions of the different target groups, making branding a multi-faceted subject. Furthermore, the perception of a place (brand) can differ significantly given the various target groupsâ€šÃ„Ã´ diverse perspectives and interests. Hence, place branding theory as well as practice should focus more on the place brand perception of its different target audiences and develop strategies for how places can build an advantageous place-brand architecture. Combining insights from a literature review of place-related academe and marketing academe, this paper outlines an integrated approach to place brand management called the Place Brand Centre. After reviewing the literature on place branding, brand architecture and customer-focused marketing, the paper contends that a target group-specific sub-branding-strategy is central for effective place brand management of cities. Gaps for future research and practical implications for place brand management are discussed. Keywords: Place Branding, Place Brand Management, Place Marketing, Place Management, Urban Planning, Customer-orientated Marketing
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Bibliographic InfoPaper provided by European Regional Science Association in its series ERSA conference papers with number ersa10p181.
Date of creation: Sep 2011
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This paper has been announced in the following NEP Reports:
- NEP-ALL-2012-07-29 (All new papers)
- NEP-MKT-2012-07-29 (Marketing)
- NEP-TUR-2012-07-29 (Tourism Economics)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, INFORMS, vol. 25(6), pages 740-759, 11-12.
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