IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-12424-7_7.html
   My bibliography  Save this book chapter

Rethinking Strategic Place Branding in the Digital Age

In: Rethinking Place Branding

Author

Listed:
  • Sonya Azad Hanna

    (Bangor University)

  • Jennifer Rowley

    (Manchester Metropolitan University)

Abstract

It is important that a coherent and strategic approach is adopted to place branding, and, in particular, that this approach is multi-channel and embraces digital place branding. This chapter commences with a review of the nature of strategic place brand management, and identifies the key components of the process, as a basis for reflecting on how managing a significant digital presence might impact on future models of strategic place brand management. Next, the 7 C’s of digital strategic place brand management are proposed: channels, clutter, community, chatter, communication, co-creation, and co-branding. Finally, these 7 C’s are matched to the components of the strategic place brand management process.

Suggested Citation

  • Sonya Azad Hanna & Jennifer Rowley, 2015. "Rethinking Strategic Place Branding in the Digital Age," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 85-100, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-12424-7_7
    DOI: 10.1007/978-3-319-12424-7_7
    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.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Radenka Mitova & Bilyana Borisova & Boian Koulov, 2021. "Digital Marketing of Bulgarian Natural Heritage for Tourism and Recreation," Sustainability, MDPI, vol. 13(23), pages 1-21, November.
    2. Maia Maziashvili & Izabela Kowalik, 2022. "City citizenship behavior and participation in promotion," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 113-127, June.
    3. Natalya Yu. Vlasova & Yelena S. Kulikova, 2018. "Place Marketing in Conditions of the Forming Digital Economy," Journal of New Economy, Ural State University of Economics, vol. 19(3), pages 69-81, June.
    4. Angeliki Mitropoulou & Ioannis Spilanis, 2020. "Towards a contemporary research agenda for island branding: developments, challenges, and dynamics," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(4), pages 293-303, December.
    5. Olga Kolotouchkina & Gildo Seisdedos, 2018. "Place branding strategies in the context of new smart cities: Songdo IBD, Masdar and Skolkovo," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(2), pages 115-124, May.
    6. Gaia Daldanise, 2020. "From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement," Sustainability, MDPI, vol. 12(24), pages 1-23, December.

    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:spr:sprchp:978-3-319-12424-7_7. 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.springer.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.