139:
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managed in order to achieve a coherent and desired destination-brand identity. Thus, contrary to popular conception that destination-brand building is solely an exercise in communication, destination branding is, in reality, an exercise of identification, organization and coordination of all the variables that affect the
393:
City branding creates a single brand for the city and extends it to all its offerings and interactions. From a consumer's point of view, this creates a unique picture of the city at every level of interaction. This also helps in removing the need to present a case-by-case picture of the city for each
331:
Place branding is a process made up of several sub-processes. Unlike branding simpler entities like a product, service, company, person or classical subjects of branding, place branding, and in particular nation and city branding, is a complex process. The complexity comes from the great diversity of
190:
becomes more and more integrated and interconnected, this interest will only continue to grow, especially as cities compete for "talent attraction, tourism promotion, the hosting of sporting and cultural events, investment attraction, and the many other goals that cities set out to achieve in their
67:
are applied to "the economic, political and cultural development of cities, regions and countries." As opposed to the branding of products and services, place branding is more multidimensional in nature, as a 'place' is inherently "anchored into a history, a culture, an ecosystem," which is then
306:
This view is supported and defended by Joao Freire, among others, who states that successful destination-brand management can be seen as an exercise of coordination where relevant variables—such as tourism infrastructures, quality of local services, and other destination-brand users need to be
95:. Thus, place branding invariably relates to the notion that places compete with other places for people, resources, and business, and, as a result, many public administrations pursue such strategies. As of 2011, the global competition of cities is estimated to host at least 2.7 million small
410:. It is seen that the successful city brands marketed their history, quality of place, lifestyle, culture, and diversity, and proactively formed cooperative partnerships between city municipalities and government in order to enhance their infrastructure. Equally important is the role of
157:
The practice of place branding is understood to have emerged in the mid-19th century. The United States, in particular, began such strategies to attract rural populations to urban centers for labor. Later, the practice would be used for tourism purposes, especially in
302:
vs. traditional downtowns. Proponents of place branding argue that this heightened competitive environment makes it important for places, no matter their size or composition, to clearly differentiate themselves and convey why they are relevant and valued options.
162:, with famous posters of places. However, the practice would not become commonplace among cities and countries until recent years. This emphasis is considered to represent a broader phenomenon that emerged around the 1970s known as
397:
A city brand is its promise of value, a promise that needs to be kept. Good branding can assist in making cities desirable, just as bad branding can assist in making cities undesirable. Some examples of well-branded cities are
335:
In general, a place brand is derived from existing assets of the place such as its value offering or public perception. Otherwise, the place brand is derived from created assets, such as events, policies, abstract concepts of
390:. The two differ in the fact that marketing uses consumer wishes and needs as its guiding principle for the operations of an organization, whereas in the case of branding a chosen vision, mission and identity play that role.
318:
application of place branding is growing with nations, regions, cities, and institutions as they realize they compete with other places for people, resources, and business. The phenomenon of place branding, as an
130:
has traditionally been understood as a strategy used when promoting goods and services to evoke an emotional response from consumers. Accordingly, place branding follows the notion that places (e.g. cities and
178:. Such interest seems to have come out of recognition that "places of all kinds can benefit from implementing coherent strategies with regard to managing their resources, reputation and image."
294:
entities. Countries and cities compete for tourist income, business, and often tax bases. Even within cities, there is a fierce competition between city centres, urban vs. suburban areas;
1014:
Brian
Lonsway, "The Experience of a Lifestyle," pp. 225–246 in The Themed Space: Locating Culture, Nation, and Self, ed. Scott A. Lukas (Lanham, MD, Lexington Books, 2007),
186:
Though scholarly interest in the domain of place branding is still in its nascent stages, published academic research has seen considerable increase in recent years. As the
661:"Understanding Sustainable Cities: Competing Urban Futures", written by Simon Guy & Simon Marvin, University of Newcastle, European Urban and Regional Studies 6(3) 1999
290:
One of the tenets of place branding posits that the struggle for attention and preference is not limited to commercial goods and services; it applies equally to
343:
The derived image of the place brand is then communicated through communication channels. These channels vary and range from television advertisements to
870:
619:
Bellini, Nicola, and
Cecilia Pasquinelli. 2016. "Urban Brandscape as Value Ecosystem: The Cultural Destination Strategy of Fashion Brands".
802:
Caldwell, Niall; Freire, Joao R. (2004). "The differences between branding a country, a region and a city: Applying the Brand Box Model".
636:
480:
902:
114:
In essence, place branding is "a strategy for projecting images and managing perceptions about places". As such, it purposes to induce
925:
707:
Braun, Erik, Eshuis, Jasper, & Klijn, Erik-Hans. (2014). The effectiveness of place brand communication. Cities, 41, 64-70.
856:
68:
incorporated into a network of associations, "linking products, spaces, organizations and people." As such, the concepts of
461:
suggests that
Jerusalem may be one of the oldest city brands, having undergone organic branding campaigns for centuries.
374:(also known as urban branding) refers to all the activities that are undergone with the purpose of turning a city from a
917:
691:
1019:
767:
Freire, Joao (2005). "Geo-branding, are we talking nonsense? A theoretical reflection on brands applied to places".
670:
Competitive
Advantage of Nations, written by Michael E. Porter, Harvard University Business School, Free Press 1998
632:
386:, "can turn a city into a place where people want to live, work and visit." City branding is often confused with
17:
446:
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986:
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382:. "Successful branding," says Robert Jones, consultant director at international brand consultancy
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171:
167:
88:
997:
Bendel, Peggy R. 2013. "Branding New York City – The Saga of 'I Love New York'.” Pp. 179–83 in
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Hiller, Harry. 2014. "Canadian
Urbanization in Historical and Global Perspective". Pp. 1–18 in
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Cleave, Evan, and Godwin Arku. 2015. "Community
Branding and Brand Images in Ontario, Canada".
508:
92:
414:
in the branding process, i.e. creating a distinct place in the market for the city to occupy.
118:
responses from consumers, thereby forming a meaningful relationship between person and place.
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Bookman, Sonia, and Andrew
Woolford. 2013. "Policing (by) the Urban Brand: Defining Order in
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process of image communication without strategy, has been occurring throughout history.
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among developing nations, in which places contend in an interdependent, increasingly-
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The practice is understood to have gained significance with the emergence of the
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Dinnie, Keith. 2013. "Introduction to the Theory of City
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efforts. These communications are aimed at a specific target market.
239:
207:
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567:"Place branding: creating self-brand connections and brand advocacy"
254:, in so far as observing how places are portrayed or imagined (e.g.
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https://www.neighborhoods.com/blog/why-las-vegas-is-called-sin-city
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166:, whereby systems of production within developed countries became "
151:
32:
633:"City branding: a state-of-the-art review of the research domain"
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441:. The holy city includes numerous significant holy sites such as
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Teemu
Moilanen & Seppo Rainisto, Palgrave Macmillan (2008).
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104:
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741:, edited by H. Hiller. Don Mills, ON: Oxford University Press.
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Kapferer, Jean-Noël. 2013. "Paris as a Brand". Pp. 184–89 in
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Kemp, Elyria; Childers, Carla Y.; Williams, Kim H. (2012).
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135:) can be "shaped and managed just like any other brand."
982:
Dean, Kayla. 2018. "Why Las Vegas Is Called Sin City."
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367:(2013), an annual festival of light, music, and ideas.
757:, edited by K. Dinnie. New York: Palgrave Macmillan.
1001:, edited by K. Dinnie. New York: Palgrave Macmillan.
610:, edited by K. Dinnie. New York: Palgrave Macmillan.
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635:, produced by Andrea Lucarelli and Per-Olof Berg,
126:Most often associated with capitalistic function,
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80:(also known as urban branding), fall under the
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36:New York City's famous "I Love New York" logo
1031:Nation Branding. Concepts, Issues, Practice.
1033:Keith Dinnie, Butterworth Heinemann (2009).
637:Journal of Place Management and Development
481:Las Vegas Convention and Visitors Authority
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571:Journal of Product & Brand Management
63:," whereby branding techniques and other
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916:Metti, Michael Sebastian (1 June 2011).
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285:Global Cities Index
84:of place branding.
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936:on 26 January 2020
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361:Sydney Opera House
345:Internet marketing
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220:cultural sociology
164:urban regeneration
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27:Marketing strategy
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722:Exchange District
497:Henderson, Nevada
493:Las Vegas, Nevada
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