Skip to main content

Towards a strategic place brand-management model

Buy Article:

$47.50 plus tax (Refund Policy)

Using earlier research into models of place branding-management processes, this paper develops a multi-level conceptual model of strategic place brand management designed to support managers in embracing a holistic approach to place brand management. The model identifies the following components for attention and activity: place brand evaluation; brand infrastructure relationships, including infrastructure (regeneration) and stakeholder engagement (management); place brand articulation; and brand communications. The model identifies the influences and action processes between these components, including brand identity and architecture, influencing brand experience. Existing place branding models take different perspectives on the branding process - respectively, relationship management, communications, and strategic planning; none of these models are comprehensive and neither are they widely adopted or tested. This paper proposes an integrative model that builds on and subsumes these earlier models and is also grounded in the wider research on branding and place branding concept and processes.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: conceptual model; holistic branding; place brand management; place branding

Document Type: Research Article

Affiliations: 1: Bangor University, UK 2: Manchester Metropolitan University, UK

Publication date: 2011-05-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more