Handbook on Place Branding and Marketing
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Handbook on Place Branding and Marketing

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.
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Chapter 9: Multisensory place branding: a manifesto for research

Dominic Medway and Gary Warnaby

Abstract

The multisensory manner in which human beings engage and interact with places is well evidenced in literary sources such as travel diaries. It is also something a number of geographers, anthropologists and tourism scholars have long understood. This chapter discusses the implications of multisensory interaction with places for place branding and marketing. First, we briefly consider the relative absence of a consideration of the senses in the place branding literature and examine why this might be. Second, we propose a manifesto for multisensory place branding research, emphasizing why it is important and how it could be operationalized. In concluding, we project into the future and think about how multisensory place branding could fundamentally challenge our understanding of how places and destinations are represented as branded entities.

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