Towards Effective Place Brand Management

Towards Effective Place Brand Management

Branding European Cities and Regions

Edited by Gregory Ashworth and Mihalis Kavaratzis

Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in their agenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field.

Chapter 14: Conclusion: In Search of Effective Place Brand Management

Gregory Ashworth and Mihalis Kavaratzis

Subjects: business and management, marketing, development studies, tourism, economics and finance, public sector economics, regional economics, environment, tourism, geography, cities, tourism, urban and regional studies, cities, urban studies


Gregory Ashworth and Mihalis Kavaratzis INTRODUCTION This book has explored several aspects of the theory and application of place branding. It has brought together, in a thorough and rigorous manner, contributions by scholars with a speciality in one or more of these aspects that have examined both theoretical suggestions stemming from the several disciplines that are involved in place branding and practical examples from many cities and regions across Europe. Perhaps the most obvious conclusion to be made is that there is still a lot of work needed before we can arrive at a comprehensive understanding and application of branding to places at all scales and in all continents. This embraces simultaneously discouraging and encouraging thoughts. The discouraging part has to do with the delay in developing a clear appreciation of what place branding is and what it can do for places. It also has to do with the recognised gap between theory and practice. As repeatedly noted in the book, practitioners are pressured by political circumstance to rush into a limited implementation and theoreticians have not yet managed to provide the foundations and framework that would widen this implementation and reach the desired results. The encouraging part has to do with the fact that some of the necessary work has already been done and the interest in problematic and, so far, neglected aspects of place branding is steadily growing. We feel that this book is testimony to the positive developments that are already apparent and will, hopefully, become mainstream...

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