Extant approaches to understanding the role of culture and meaning in place branding often neglect two of its most important components: ethos and habitus. This chapter discusses how these aspects of culture address fundamental elements of experience that are inextricably linked to the process of meaning-making in place branding. A theoretical analysis provides the basis for the conceptualisation of a creational approach to place branding. In particular, the study introduces the concepts of ethos and habitus into place branding literature and integrates these concepts into a creational approach to branding that embraces service-dominant logic and the co-creation paradigm to provide a more holistic and sensitive awareness of how they can be understood and managed.
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