Putting It All Together—The Framework

Staci M. Zavattaro

Chapter Chapter 3 in Place Branding through Phases of the Image, 2014, pp 55-71 from Palgrave Macmillan

Abstract: Abstract As the above quote illustrates, place brand development and maintenance is a job that cannot be confined solely to the lead destination marketing organization. Place brands are living social constructions (Kavaratzis & Hatch, 2013; Zavattaro, 2013b). The marketing and PR director quoted above was explaining the difficult process of getting community stakeholder groups to share the brand vision. One theme that emerged throughout the data analysis was a focus on educating hospitality professionals and locals regarding the importance of strategic place brand campaigns, especially where it related to economic development. As many practitioners (all working for CVBs or CVB-like organizations)1 in our study explained, their job is to increase the tax revenue within the city while limiting the drain on resources provided by the city.

Keywords: Brand Identity; Place Brand; Selling Tactic; Express Focus; Asymmetrical Communication (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_3

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DOI: 10.1057/9781137394514_3

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