Utilizing Philosophy in Place Branding

Staci M. Zavattaro

Chapter Chapter 1 in Place Branding through Phases of the Image, 2014, pp 1-11 from Palgrave Macmillan

Abstract: Abstract This was one of the bluntest answers my colleagues and I heard in the summer of 2013, during our interviews with managers from Convention and Visitors Bureaus (CVBs) throughout a Southern state. Though this person’s remarks might seem extreme, several other interviewees also detailed the difficulty of creating, implementing, and measuring a distinct, strategic place brand. We began each of our 12 semi-structured interviews with a seemingly easy question: “In your own words, what is your place’s brand?” About half of the practitioners used an audible pause before responding to the query: “Our brand, um, well, it’s uh, I’ll probably jump around,” or “What is its brand or what do we want its brand [to be]?”

Keywords: Brand Equity; Brand Loyalty; Public Relation; Democratic Governance; Theme Park (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-39451-4_1

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DOI: 10.1057/9781137394514_1

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