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

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.
Original languageEnglish
Publication date2010
Number of pages8
Publication statusPublished - 2010
Externally publishedYes
EventThe 39th EMAC Annual Conference 2010 - Copenhagen Business School, Frederiksberg, Denmark
Duration: 1 Jun 20104 Jun 2010
Conference number: 39

Conference

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

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.