6 August 2012

Article of the day


Journal of Marketing Management

Volume 27Issue 5-6, 2011

Towards a strategic place brand-management model

Towards a strategic place brand-management model

DOI:
10.1080/02672571003683797
Sonya Hannaa* & Jennifer Rowleyb*
pages 458-476
Version of record first published: 05 Oct 2010

Abstract

Using earlier research into models of place branding-management processes, this paper develops a multi-level conceptual model of strategic place brand management designed to support managers in embracing a holistic approach to place brand management. The model identifies the following components for attention and activity: place brand evaluation; brand infrastructure relationships, including infrastructure (regeneration) and stakeholder engagement (management); place brand articulation; and brand communications. The model identifies the influences and action processes between these components, including brand identity and architecture, influencing brand experience. Existing place branding models take different perspectives on the branding process – respectively, relationship management, communications, and strategic planning; none of these models are comprehensive and neither are they widely adopted or tested. This paper proposes an integrative model that builds on and subsumes these earlier models and is also grounded in the wider research on branding and place branding concept and processes.

Keywords

Related