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Place Branding – Geographical Approach. Case Study: Waterloo

Author

Listed:
  • Marius-Cristian Neacsu

    (Bucharest University of Economic Studies,)

  • Silviu Negut

    (Bucharest University of Economic Studies,)

  • Gheorghe Vlasceanu

    (Bucharest University of Economic Studies,)

Abstract

This study represents an exploratory analysis of the evolution of the place branding concept, with an important focus on the geographical perspective. How has this notion, a newcomer into the geographers' analysis, changed over time and what role does it have in the decision making process of intervening into the way a certain place is organised or as an instrument of economic revival and territorial development? At least from the perspective of Romanian geographical literature, the originality and novelty of this study is obvious. An element of the originality of this research is the attempt of redefining the concept of place branding so that it is more meaningful from the perspective of spatial analyses. The reason for which Waterloo was chosen as a case study is multi-dimensional: the case studies so far have mainly focused on large cities (urban branding instead of place branding) and this site has all the theoretical elements to create a stand-alone brand.

Suggested Citation

  • Marius-Cristian Neacsu & Silviu Negut & Gheorghe Vlasceanu, 2016. "Place Branding – Geographical Approach. Case Study: Waterloo," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 18(S10), pages 944-944, November.
    • Handle: RePEc:aes:amfeco:v:s10:y:2016:i:18:p:944
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    File URL: http://www.amfiteatrueconomic.ro/temp/Article_2579.pdf
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    References listed on IDEAS

    as
    1. Gregory J. Ashworth & Mihalis Kavaratzis & Gary Warnaby, 2015. "The Need to Rethink Place Branding," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 1-11, Springer.
    2. Nicolae Lupu, 2016. "Contemporary Approaches and Challenges of Tourism Sustainability," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 18(S10), pages 740-740, November.
    3. Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
    4. Graham Hankinson, 2015. "Rethinking the Place Branding Construct," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 13-31, Springer.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    tourism geography; cultural tourism; place branding; Waterloo;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes
    • O21 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy - - - Planning Models; Planning Policy
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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