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Towards a model of the Place Brand Web

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  • Hanna, Sonya
  • Rowley, Jennifer

Abstract

This article contributes to theory concerning the relationships between the brands associated with a place, through a two-stage mixed method study involving interviews with place brand practitioners and web content analysis. The article, first reports on the challenges associated with managing place brand relationships and, then, discusses various aspects of the brand webs associated with places. On this basis, the article proposes, exemplifies and discusses the Place Brand Web Model. This model, which responds to the complex nature of the relationships between the brands associated with a place, is presented in two instantiations, the DMO perspective, and the more generalised perspective that views brands with associations with a place as contributing to the co-creation of the perceptual entity, THE Place Brand. The model is exemplified and discussed and with reference to a major UK city.

Suggested Citation

  • Hanna, Sonya & Rowley, Jennifer, 2015. "Towards a model of the Place Brand Web," Tourism Management, Elsevier, vol. 48(C), pages 100-112.
    • Handle: RePEc:eee:touman:v:48:y:2015:i:c:p:100-112
    DOI: 10.1016/j.tourman.2014.10.012
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    References listed on IDEAS

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    1. Teemu Moilanen & Seppo Rainisto, 2009. "How to Brand Nations, Cities and Destinations," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-58459-4.
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    Cited by:

    1. Zenker, Sebastian & Braun, Erik & Petersen, Sibylle, 2017. "Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors," Tourism Management, Elsevier, vol. 58(C), pages 15-27.
    2. Molina, Arturo & Fernández, Alejandra C. & Gómez, Mar & Aranda, Evangelina, 2017. "Differences in the city branding of European capitals based on online vs. offline sources of information," Tourism Management, Elsevier, vol. 58(C), pages 28-39.
    3. Sarasvuo, Sonja & Rindell, Anne & Kovalchuk, Marina, 2022. "Toward a conceptual understanding of co-creation in branding," Journal of Business Research, Elsevier, vol. 139(C), pages 543-563.
    4. Aarstad, Jarle & Ness, Håvard & Haugland, Sven A., 2015. "Network position and tourism firms' co-branding practice," Journal of Business Research, Elsevier, vol. 68(8), pages 1667-1677.

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