Strategic Place Branding Elements

Robert Govers () and Frank Go ()

Chapter Chapter 4 in Place Branding, 2009, pp 49-72 from Palgrave Macmillan

Abstract: Abstract National, regional or local governments, in partnership with the private sector, create the place brand strategy. This involves the evaluation, (re)assembling, (re)positioning and (re)formulation of the identity of place, its product offering, and its communication strategies. The first step in this process is the identification of sustainable competitive advantages. One of these competitive advantages could well be one of the elements of identity of place, particularly when visitors are from diverse cultural backgrounds. The uniqueness of a local culture, as well as the place’s physical resources, can create unique advantages that are difficult to copy by rivals (Anholt 2002; Gnoth 2002, p. 266; Ritchie and Crouch 2003, p. 115). This is paramount in a globalizing world of harmonization and ‘more of the same’, as brands can create the emotional link between host and guest (Van Ham 2004).

Keywords: Tourism Industry; Place Identity; Service Encounter; Sustainable Competitive Advantage; Customer Experience (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-24702-4_4

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DOI: 10.1007/978-0-230-24702-4_4

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