Laying the Foundations

Staci M. Zavattaro

Chapter Chapter 2 in Place Branding through Phases of the Image, 2014, pp 13-53 from Palgrave Macmillan

Abstract: Abstract Despite the views of this particular manager, local residents are vital stakeholders in building a place brand (Kavaratzis, 2012; Zenker & Seigis, 2012). There are many moving parts involved in the place branding process, including an established historical and cultural foundation that often cannot be ignored or simply be rebranded, as well as stakeholder coordination among sometimes-competing interests. When established correctly, place branding can move beyond a simple logo and slogan (Govers, 2013) to become an integral part of strategic place governance efforts (Eshuis et al., 2013) that foster democratic legitimacy (Eshuis & Edwards, 2013). Devising a meaningful place branding strategy that appreciates the relational, co-creational (Kavaratzis & Hatch, 2013) process often proves challenging both in theory and in practice. The theoretical framework offered herein attempts such an integration by showing how cities can move through phases of the image (Baudrillard, 1994) based upon a combination of market models of governance, communication style and language used, and six promotional tactics (branding, media relations, in-house publications, use of outside people or organizations as PR surrogates, aesthetic and affective appeal, and the built environment) (Zavattaro, 2010, 2013a).

Keywords: Public Relation; Brand Equity; Brand Image; Social Media Platform; American Market Association (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-39451-4_2

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137394514

DOI: 10.1057/9781137394514_2

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().