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

Research output: Contribution to conferencePaperResearchpeer-review


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: The Six Senses: The Essentials of Marketing - Copenhagen Business School, Frederiksberg, Denmark
Duration: 1 Jun 20104 Jun 2010
Conference number: 39


ConferenceThe 39th EMAC Annual Conference 2010
LocationCopenhagen Business School

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