The dynamics of place brands
Top Cited Papers
- 16 January 2013
- journal article
- research article
- Published by SAGE Publications in Marketing Theory
- Vol. 13 (1), 69-86
- https://doi.org/10.1177/1470593112467268
Abstract
This article introduces a novel approach towards place branding theory, adopting a view based on the relationship between the place brand and place identity. The article first evaluates the dominant conceptualization of identity within place branding. It is argued that better understanding of the relationship between place identity and place brands might advance the theory of place branding. In its current state, place branding practice and, to a great extent, place branding literature adopt a rather static view on place identity as something that can easily be articulated and communicated for the purposes of branding the place. This approach is limited as it does not reveal the full complexity of place identity and limits the role and potential of place branding. The article, drawing on a combination of the literatures on place identity and organisational identity, proposes a more dynamic view of place identity that considers identity a constant dialogue between the internal and the external. The role of branding within the identity dialogue is then clarified leading to an appreciation of the full dynamics of place brands. The true nature of place branding is revealed as one of interaction and dialogue between stakeholders.Keywords
This publication has 35 references indexed in Scilit:
- Towards a strategic place brand-management modelJournal of Marketing Management, 2011
- The problem with spatial identity: revisiting the “sense of place”Journal of Place Management and Development, 2011
- City branding: a state‐of‐the‐art review of the research domainJournal of Place Management and Development, 2011
- Toward a theory of brand co-creation with implications for brand governanceJournal of Brand Management, 2010
- Cities and their brands: Lessons from corporate brandingPlace Branding and Public Diplomacy, 2009
- The emergence and development of place marketing's confused identityJournal of Marketing Management, 2008
- Place, Persistence, and Practice: Evaluating Historical Significance at Angel Island, San Francisco, and Maxwell Street, ChicagoAnnals of the American Association of Geographers, 2008
- Beyond the logo: Brand management for citiesJournal of Brand Management, 2007
- The Anholt-GMI City Brands Index: How the world sees the world's citiesPlace Branding, 2006
- Bringing the corporation into corporate brandingEuropean Journal of Marketing, 2003