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Edited by Adriana Campelo

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Edited by Adriana Campelo

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Adriana Campelo

This chapter examines the origins of branding places and the evolution of brands in terms of geographic locations and purposes. Place branding finds roots in country-of-origin theory and tourism destination image. Types of geographic brands include destination branding, nation branding, city branding and regional branding. The geographic brands adopt particular strategies depending upon motivations and goals. In common, national, regional and city brands have the need of collaboration and the challenge of reconciling many stakeholders. Albeit marketing techniques may vary from one type of geographic branding to another, the underlying aim remains to reach some kind of social and economic development. Place branding comes together with other initiatives of public management such as infrastructure, education, safeness, positive business environment, public–private partnerships and local population involvement.

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Adriana Campelo

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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Adriana Campelo

Our senses connect us to the world around us and mediate the perception of our sense of place. This chapter discusses the importance of our sensory perception for developing place brands and contributes to the area of research methods by showing how sensory knowledge contributes to a multi-dimensional perspective on place branding. Further, it proposes the inclusion of sensory knowledge as a research focus, and sensory capital as a dimension to be developed in researching places and, particularly, in place branding and marketing.

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Adriana Campelo

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Edited by Adriana Campelo

Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding urban population, this Handbook addresses this knowledge deficit in order to illustrate how place branding can contribute to transforming urban agglomeration into sustainable and healthy areas.