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Utilizing Philosophy in Place Branding

In: Place Branding through Phases of the Image

Author

Listed:
  • Staci M. Zavattaro

Abstract

This was one of the bluntest answers my colleagues and I heard in the summer of 2013, during our interviews with managers from Convention and Visitors Bureaus (CVBs) throughout a Southern state. Though this person’s remarks might seem extreme, several other interviewees also detailed the difficulty of creating, implementing, and measuring a distinct, strategic place brand. We began each of our 12 semi-structured interviews with a seemingly easy question: “In your own words, what is your place’s brand?” About half of the practitioners used an audible pause before responding to the query: “Our brand, um, well, it’s uh, I’ll probably jump around,” or “What is its brand or what do we want its brand [to be]?”

Suggested Citation

  • Staci M. Zavattaro, 2014. "Utilizing Philosophy in Place Branding," Palgrave Macmillan Books, in: Place Branding through Phases of the Image, chapter 0, pages 1-11, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-39451-4_1
    DOI: 10.1057/9781137394514_1
    as

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