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Confused branding? An exploratory study of place branding practices among place management professionals

Confused branding? An exploratory study of place branding practices among place management professionals

de Noronha, Ivo, Coca-Stefaniak, Andres and Morrison, Alastair (2017) Confused branding? An exploratory study of place branding practices among place management professionals. Cities, 66. pp. 91-98. ISSN 0264-2751 (Print), 0264-2751 (Online) (doi:10.1016/j.cities.2017.04.001)

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Abstract

Although the knowledge about place branding and place management is growing, there is a substantial gap in the understanding of place branding among professionals responsible for the management of town and city centres, including private-public partnership formats such as business improvement districts (BIDs). This exploratory study addresses this knowledge gap through in-depth interviews with key professionals in England, Wales, Northern Ireland and the Republic of Ireland. The results suggest that the strategic potential of place branding is negatively affected by a focus on operational thinking, which hinders innovation towards more holistic approaches to place management. Further quantitative research is needed to elaborate on these findings across the UK, Ireland and other countries to enhance the understanding of the uses and interpretations of place branding among town and city managers.

Item Type: Article
Uncontrolled Keywords: Place branding; Place management; Strategic planning; Town centre management; Business improvement districts; Retail
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Tourism Research Centre
Related URLs:
Last Modified: 31 Aug 2017 09:29
Selected for GREAT 2016: None
Selected for GREAT 2017: GREAT a
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/16841

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