Rethinking Strategic Place Branding in the Digital Age

Sonya Azad Hanna () and Jennifer Rowley ()
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Sonya Azad Hanna: Bangor University
Jennifer Rowley: Manchester Metropolitan University

Chapter Chapter 7 in Rethinking Place Branding, 2015, pp 85-100 from Springer

Abstract: Abstract It is important that a coherent and strategic approach is adopted to place branding, and, in particular, that this approach is multi-channel and embraces digital place branding. This chapter commences with a review of the nature of strategic place brand management, and identifies the key components of the process, as a basis for reflecting on how managing a significant digital presence might impact on future models of strategic place brand management. Next, the 7 C’s of digital strategic place brand management are proposed: channels, clutter, community, chatter, communication, co-creation, and co-branding. Finally, these 7 C’s are matched to the components of the strategic place brand management process.

Keywords: Brand Equity; Strategic Approach; Marketing Communication; Customer Engagement; Digital Space (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-12424-7_7

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DOI: 10.1007/978-3-319-12424-7_7

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