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.

Publication information

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


ConferenceThe 39th EMAC Annual Conference 2010
LocationCopenhagen Business School

ID: 41046353