IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-0-230-24702-4_4.html
   My bibliography  Save this book chapter

Strategic Place Branding Elements

In: Place Branding

Author

Listed:
  • Robert Govers
  • Frank Go

Abstract

National, regional or local governments, in partnership with the private sector, create the place brand strategy. This involves the evaluation, (re)assembling, (re)positioning and (re)formulation of the identity of place, its product offering, and its communication strategies. The first step in this process is the identification of sustainable competitive advantages. One of these competitive advantages could well be one of the elements of identity of place, particularly when visitors are from diverse cultural backgrounds. The uniqueness of a local culture, as well as the place’s physical resources, can create unique advantages that are difficult to copy by rivals (Anholt 2002; Gnoth 2002, p. 266; Ritchie and Crouch 2003, p. 115). This is paramount in a globalizing world of harmonization and ‘more of the same’, as brands can create the emotional link between host and guest (Van Ham 2004).

Suggested Citation

  • Robert Govers & Frank Go, 2009. "Strategic Place Branding Elements," Palgrave Macmillan Books, in: Place Branding, chapter 0, pages 49-72, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-24702-4_4
    DOI: 10.1007/978-0-230-24702-4_4
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-0-230-24702-4_4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.