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.
Original language | English |
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Publication date | 2010 |
Number of pages | 8 |
Publication status | Published - 2010 |
Externally published | Yes |
Event | The 39th EMAC Annual Conference 2010: The Six Senses: The Essentials of Marketing - Copenhagen Business School, Frederiksberg, Denmark Duration: 1 Jun 2010 → 4 Jun 2010 Conference number: 39 |
Conference
Conference | The 39th EMAC Annual Conference 2010 |
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Number | 39 |
Location | Copenhagen Business School |
Country/Territory | Denmark |
City | Frederiksberg |
Period | 01/06/2010 → 04/06/2010 |