What are the Instruments Local Officials can use to Brand their Places?

Mohamed Berrada
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Mohamed Berrada: Private University of Marrakech, Morocco

Journal of International Business Research and Marketing, 2023, vol. 8, issue 1, 27-33

Abstract: Place branding is a phenomenon that has grown over the past decade as more and more places seek to become brands in the hope of creating a certain uniqueness that will distinguish them and highlight their competitive advantage to attract and retain various target customers. However, a place branding strategy must not be conceived only around the creation and the management of a place brand but also by mobilizing other ways in order to strengthen the place existence and give it a meaning in the minds of intramural and extramural customers. Thus, the aim of this article is to expose the different instruments that local officials can use as part of a general place management strategy. The instruments of place branding presented here are the place association with personalities, the construction of flagship buildings and structures, as well as the organization of hallmark events.

Keywords: Place branding, Place marketing, Place management, Place promotion, Place design and planning; Instruments (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:8:y:2023:i:1:p:27-33

DOI: 10.18775/jibrm.1849-8558.2015.81.3003

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