Beyond Place Branding

Nicholas Ind and Erling Dokk Holm

Chapter Chapter 2 in International Place Branding Yearbook 2012, 2013, pp 45-55 from Palgrave Macmillan

Abstract: Abstract In spite of the long history of places promoting their virtues to visitors, commentators and investors, the concept of place branding is relatively new. In this context, the idea that there should already be a “beyond” might seem hasty. However, we will argue in this chapter that much place branding as it has been practiced has really been place marketing, concerned more with creating an image through external communication than developing the experience of a place. This has tended to make place branding seem superficial and short-termist – more concerned with visitor numbers, reputation indices and growth figures than connecting with the needs and wants of citizens. So here we will turn place branding inwards and focus on three trends that are creating the opportunity to promote citizen participation and to develop more sustainable approaches to brand building that can deliver well-being for all – the sort of benefits that Robert F. Kennedy observed in a 1968 speech and which tend to go unmeasured in statistics:

Keywords: Intellectual Capital; Direct Democracy; Ecological Sustainability; Coffee Shop; Brand Management (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28255-2_3

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DOI: 10.1057/9781137282552_3

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