A Guide for Managers

Staci M. Zavattaro

Chapter Chapter 6 in Place Branding through Phases of the Image, 2014, pp 119-154 from Palgrave Macmillan

Abstract: Abstract This quote from a CVB manager expresses the difficulties many professional place brand managers have with defining, refining, deploying, and evaluating a strategic place brand program. Despite challenges, place branding and its associated practices are taking place in public and non-profit organizations, hence, it becomes incumbent upon scholars to understand the rationale, challenges, and implications, while practitioners need tools to improve existing branding processes or begin fresh strategies to create and leverage a distinct brand identity and ethos. While the former part of this book relied heavily upon theoretical constructs, this chapter is dedicated to briefly giving practitioners a strategic process for place brand development, implementation, and evaluation.

Keywords: Brand Equity; Brand Image; Brand Awareness; Swot Analysis; Internal Capability (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_6

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DOI: 10.1057/9781137394514_6

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