A practitioner-led strategic place brand-management model

Abstract

As a relatively new field, research into place branding is predominately case-study based, focusing specifically on single place entities. This paper reports on an exploratory study that uses semi-structured interviews with place-branding practitioners working in various geographical locations (towns, cities, regions). The study tests the relevance of the components of strategic place brand management and elucidates their meaning and explores the relationships between these components. The research confirms the relevance of the components but suggests that relationships between components may be context dependent. The study makes both theoretical and managerial contributions by offering a refined, holistic, and new practitioner-led strategic place brand-management model along with structural meanings for each component that describe to those embarking on the process the key processes, activities, and success factors that are integral for an effective place-branding approach.

Keywords:

• place branding
• brand management
• brand leadership
• stakeholders

Notes

¹ Functional attributes are achieved through infrastructure and landscape strategies that embrace the built environment and public spaces considering urban design, green spaces, and architecture.

² Experiential attributes are achieved through a combination of symbolic traits and functional attributes. Symbolic traits include the provision of cultural entertainment and services.

³ Stakeholders include: residents; activist groups; competitors; local businesses; employees; national, regional, and local government; national business chains; and tourists.

⁴ Promotional activities include advertising, public relations, sponsorship, sales, merchandising, personal selling, exhibitions, and trade shows.

⁵ Including independent experts, consumer advocates, consumer buying guides, family members, and associates.

⁶ Colours, typefaces, websites, advertising, etc.

⁷ Sights, sounds, smells, and tastes.

⁸ Mature brands are those with strong historical heritage.

Additional information

Notes on contributors

Sonya Hanna

Sonya Hanna previously lectured and researched at the Business School at Bangor University, UK. She is currently a Lecturer in Marketing at Liverpool John Moores University. Her research interests are focused on the marketing and branding of places, in particular the process of strategic place-brand management.

Jennifer Rowley

Jennifer Rowley is professor in information and communications at Manchester Metropolitan University, UK. Her research interests embrace knowledge management, innovation, entrepreneurial marketing, branding, and information behaviour.

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