Branding a City: A Conceptual Approach for Place Branding and Place Brand Management

Publikation: KonferencebidragPaperForskningpeer review

Abstrakt

Nowadays cities compete strongly with each other for attracting tourists, investors, companies, or talents. Place marketers therefore try to establish the place as a brand, promoting it to different audiences. But the perception of a place (brand) differs between those potential ‘customers’ and a conceptual foundation is still missing. Following a review of the literature on brand architecture and customer-focused marketing, this paper outlines a conceptual approach called the Place Brand Centre, recommending a target group-specific sub-branding-strategy for place brand management. At the end, practical implications for place marketers and gaps for future empirical research are discussed.
OriginalsprogEngelsk
Publikationsdato2010
Antal sider8
StatusUdgivet - 2010
Udgivet eksterntJa
BegivenhedThe 39th EMAC Annual Conference 2010: The Six Senses: The Essentials of Marketing - Copenhagen Business School, Frederiksberg, Danmark
Varighed: 1 jun. 20104 jun. 2010
Konferencens nummer: 39

Konference

KonferenceThe 39th EMAC Annual Conference 2010
Nummer39
LokationCopenhagen Business School
LandDanmark
ByFrederiksberg
Periode01/06/201004/06/2010

Emneord

  • Place branding
  • Place brand management
  • Customer-focused marketing

Citationsformater