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.
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.
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.
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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.",
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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.