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

Sebastian Zenker, Erik Braun

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

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.
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.

Conference

ConferenceThe 39th EMAC Annual Conference 2010
Number39
LocationCopenhagen Business School
CountryDenmark
CityFrederiksberg
Period01/06/201004/06/2010

Keywords

    Cite this

    Zenker, S., & Braun, E. (2010). Branding a City: A Conceptual Approach for Place Branding and Place Brand Management. Paper presented at The 39th EMAC Annual Conference 2010, Frederiksberg, Denmark.
    Zenker, Sebastian ; Braun, Erik. / Branding a City : A Conceptual Approach for Place Branding and Place Brand Management. Paper presented at The 39th EMAC Annual Conference 2010, Frederiksberg, Denmark.8 p.
    @conference{73838ceb6dd545efacc9e19d7862d029,
    title = "Branding a City: A Conceptual Approach for Place Branding and Place Brand Management",
    abstract = "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.",
    keywords = "Place branding, Place brand management, Customer-focused marketing",
    author = "Sebastian Zenker and Erik Braun",
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    Zenker, S & Braun, E 2010, 'Branding a City: A Conceptual Approach for Place Branding and Place Brand Management' Paper presented at, Frederiksberg, Denmark, 01/06/2010 - 04/06/2010, .

    Branding a City : A Conceptual Approach for Place Branding and Place Brand Management. / Zenker, Sebastian; Braun, Erik.

    2010. Paper presented at The 39th EMAC Annual Conference 2010, Frederiksberg, Denmark.

    Research output: Contribution to conferencePaperResearchpeer-review

    TY - CONF

    T1 - Branding a City

    T2 - A Conceptual Approach for Place Branding and Place Brand Management

    AU - Zenker,Sebastian

    AU - Braun,Erik

    PY - 2010

    Y1 - 2010

    N2 - 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.

    AB - 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.

    KW - Place branding

    KW - Place brand management

    KW - Customer-focused marketing

    M3 - Paper

    ER -

    Zenker S, Braun E. Branding a City: A Conceptual Approach for Place Branding and Place Brand Management. 2010. Paper presented at The 39th EMAC Annual Conference 2010, Frederiksberg, Denmark.