The Need to Rethink Place Branding

Gregory J. Ashworth (), Mihalis Kavaratzis () and Gary Warnaby ()
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Gregory J. Ashworth: University of Groningen
Mihalis Kavaratzis: University of Leicester
Gary Warnaby: University of Manchester

Chapter Chapter 1 in Rethinking Place Branding, 2015, pp 1-11 from Springer

Abstract: Abstract This chapter argues for the need to rethink the theory and practice of place branding and in doing so, it outlines the rationale for this book. We propose four major questions that guide the rethinking undertaken here: (a) why is place branding important? (b) what builds place brands? (c) who builds place brands? and (d) what is place brand management? Possible answers to these questions are given throughout the book and, while not always explicitly, all chapters collectively attempt to provide a clearer appreciation of their interrelations. The chapter ends with a brief description of each chapter and its contribution.

Keywords: Brand Equity; Place Identity; Place User; Identity Claim; Service Dominant Logic (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-12424-7_1

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DOI: 10.1007/978-3-319-12424-7_1

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