How Place Branding Can Contribute to a Better World

Florian Kaefer
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Florian Kaefer: The Place Brand Observer

A chapter in An Insider’s Guide to Place Branding, 2021, pp 31-42 from Springer

Abstract: Abstract So far in the book we focused on the meaning and relevance of place branding, how to do it well in general and how to measure its impact and success. Let us now take a closer look at how place branding can support the sustainable development of cities, regions, and communities. Some of the “hottest” topics which place developers, managers, and marketers have been dealing with recently include overtourism, the climate emergency, societies in turmoil, and of course the coronavirus pandemic. What role does place branding play in these scenarios? Reflecting on what our panel had to share on those topics—as presented in this chapter—I am optimistic that indeed, place branding can contribute to solutions, as much as it should avoid adding to existing problems or creating new ones.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-67144-0_4

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DOI: 10.1007/978-3-030-67144-0_4

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