The aim of this chapter is to explore how the ability to move with ease around an urban locale affects a user’s experience of that place, and the extent to which this may be capitalized upon for place marketing/branding purposes. We begin by outlining different aspects of mobility outlined by Tim Cresswell and, drawing on work by Michel de Certeau, explore the potential implications for place marketing/branding with particular reference to walking (and the related aspect of accessibility). Emphasizing the performative aspects of walking, we utilize some current trends in marketing theory (i.e. the service-dominant logic of marketing and a more experiential perspective on marketing) to consider how mobility – both in reality and virtually – might be appropriated for the purposes of place marketing/branding, and the processes by which these activities are planned and implemented.
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Front Matter
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PART I: PLACE BRANDING: STRATEGIES AND PERSPECTIVES
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PART II: PLACE MAKING
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PART III: METHODOLOGIES FOR PLACE BRANDING
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PART IV: URBAN ISSUES
