Place branding (includes place marketing and place promotion) is a term based on the idea that "cities and regions can be branded," whereby branding techniques and other marketing strategies are applied to "the economic, political and cultural development of cities, regions and countries."[1] As opposed to the branding of products and services, place branding is more multidimensional in nature, as a 'place' is inherently "anchored into a history, a culture, an ecosystem,"[2]: 189 which is then incorporated into a network of associations, "linking products, spaces, organizations and people."[3]: 6 As such, the concepts of nation branding, region branding, and city branding (also known as urban branding), fall under the umbrella term of place branding.[4]
The practice is understood to have gained significance with the emergence of the post-industrial society among developing nations, in which places contend in an interdependent, increasingly-globalized economy.[5] Thus, place branding invariably relates to the notion that places compete with other places for people, resources, and business, and, as a result, many public administrations pursue such strategies.[6][7][8] As of 2011, the global competition of cities is estimated to host at least 2.7 million small cities/towns, 3,000 large cities, and 455 metropolises,[9]
In essence, place branding is "a strategy for projecting images and managing perceptions about places".[10]: 64 As such, it purposes to induce affective responses from consumers, thereby forming a meaningful relationship between person and place.
- ^ Kemp, Elyria; Childers, Carla Y.; Williams, Kim H. (2012). "Place branding: creating self-brand connections and brand advocacy". Journal of Product & Brand Management. 21 (7). Emerald: 508–515. doi:10.1108/10610421211276259. ISSN 1061-0421 – via Emerald Insight.
- ^ Kapferer, Jean-Noël. 2013. "Paris as a Brand". Pp. 184–89 in City Branding: Theory and Cases, edited by K. Dinnie. New York: Palgrave Macmillan.
- ^ Bellini, Nicola, and Cecilia Pasquinelli. 2016. "Urban Brandscape as Value Ecosystem: The Cultural Destination Strategy of Fashion Brands". Place Branding and Public Diplomacy 12(1):5–16.
- ^ "City branding: a state-of-the-art review of the research domain", produced by Andrea Lucarelli and Per-Olof Berg, Journal of Place Management and Development, Vol. 4 Iss: 1, pp.9 - 27, 2011
- ^ Cleave, Evan, and Godwin Arku. 2015. "Community Branding and Brand Images in Ontario, Canada". Place Branding and Public Diplomacy 11(1):65–82.
- ^ "Understanding Sustainable Cities: Competing Urban Futures", written by Simon Guy & Simon Marvin, University of Newcastle, European Urban and Regional Studies 6(3) 1999
- ^ Competitive Advantage of Nations, written by Michael E. Porter, Harvard University Business School, Free Press 1998
- ^ "Competitive Identity", written by Simon Anholt, Palgrave Macmillan 2006
- ^ "Global Market of Cities" Archived 3 October 2011 at the Wayback Machine, produced by Metti & Bronner 2011
- ^ Braun, Erik, Eshuis, Jasper, & Klijn, Erik-Hans. (2014). The effectiveness of place brand communication. Cities, 41, 64-70.