Mihalis Kavaratzis

• Professor
• Professor at Manchester Metropolitan University

This article introduces a novel approach towards place branding theory, adopting a view based on the relationship between the place brand and place identity. The article first evaluates the dominant conceptualization of identity within place branding. It is argued that better understanding of the relationship between place identity and place brands...

This article attempts to ‘rethink’ place brands after examining in detail how people form them in their minds. The article starts with a very brief account of the place branding literature to provide the necessary background and goes on to identify what we see as a shortcoming in current understanding of the place brand: the dominant idea that bran...

This article investigates the role of local stakeholders in the development and implementation of the place branding strategy of the northern Catalan region Empordà. Stakeholder-oriented and participatory approaches towards both place branding and spatial planning provide the theoretical background. The research involved an initial SWOT Analysis, f...

This conceptual article reconsiders the formation of destination and place brands. It proposes that brands initiate people’s meaning making over the place directly involving them in the branding process. Using a combination of process-based approaches to brands and places, the article substantiates the argument that the place brand’s quintessence l...

This article adopts a phenomenological, ethnographic approach to examine place consumption and place experience through visitors' practices in situ. It focuses particularly on an examination of the embodied practices and performances of both tourists and the local community. Viewing memorial places as ‘performative fields’, we argue that a set of p...

Residents' personal identification with places (regions, cities, towns, and so on) and with what places are supposed to stand for often determines their place‐supportive attitudes and behaviors. However, little is known about how residents' identification with the characteristics of places and their adoption of place‐related norms and values specif...

Co-creation in place branding is used as an umbrella term for the complex brand meaning emerging through stakeholders’ participation in place activities, their contribution, collaborations and interchange of ideas and resources. Co-creation is often an aspiration for places to create and promote their brands collectively. In this context, storytell...

Study Background and Research Gap In consideration of place branding as a more holistic and integrated concept, current research in the field underlines “collective branding” or “place brand co-creation” to define a collaborative process for creating and promoting place brands (Vallaster & von Wallpach, 2013; Vallaster, von Wallpach & Zenker, 2018)...

This study explores the importance of memorable tourist experience for the formation of positive image traits and behaviours for a country image in a tourism context, recognizing the central role played by experiential satisfaction. Given the significance of experience design for academia and practitioners, it focuses on how memorable tourism exper...

ℹ️ Info http://anpad.com.br/pt_br/event/details/114

Theme 18: Place Branding & Place Marketing. Info at http://anpad.com.br/en/event_details/114

CALL to IX Meeting - Marketing/EMA will be held online on May 25 and 26, 2021. It will be promoted by the Brazilian Association of Graduate Studies and Research in Administration (ANPAD) and sponsored by the Academic Division of Marketing (MKT).

Place Branding Track at EMA and EnANPAD 2021: http://www.anpad.org.br/eventos.php?cod_evento= Internacionalmente, as temáticas ''marketing de lugar'' (place marketing) e ''gestão de marca de lugar'' (place branding) estão se destacando na literatura contemporânea de marketing. Envolvem o gerenciamento de posicionamento de mercado embasado em atri...

This commentary attempts to briefly but critically discuss some of the potential factors that have made the 2005 article 'City Branding: An effective assertion of identity or a transitory marketing trick?' a well‐known and extensively cited article in the field of place branding. It includes an account of the major sources of inspiration and the ma...

This conceptual article reconsiders the formation of destination and place brands. It proposes that brands initiate people’s meaning making over the place directly involving them in the branding process. Using a combination of process-based approaches to brands and places, the article substantiates the argument that the place brand’s quintessence l...

Destinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential of certain types of functional associations ―attr...

This article develops a holistic framework of destination image formation capturing the dynamic nature of the image and incorporating information sources and socio‐cultural factors. We combine a focused literature review with the findings of an empirical investigation on the image of Turkey. Utilizing the innovative combination of repertory grid te...

Destinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential of certain types of functional associations ―attr...

City branding refers to the application of the philosophy and methods of branding to the development of cities. At the heart of city branding lies the attempt to create and maintain a series of associations with the branded city that are sourced in various functional, emotional, relational, and strategic elements. These associations are thought to...

Purpose Although place branding is increasingly popular in research as well as in local, regional and national political agendas, the theoretical foundations of the place branding discipline are still underdeveloped. By embracing the stream of identity-based studies, this paper aims to attempt to demonstrate that place brands can be usefully appro...

This chapter begins with a historical account of place marketing’s development, incorporating an overview of the place marketing ‘conventional wisdom’ that emphasizes its prevalent prescriptive and normative character. It proceeds to offer a reconstruction of the critical voices through an account of their main arguments. In doing so, two generatio...

Purpose The main aim of this paper is to develop a holistic understanding of place branding and reflect on its practical value and implications, by drawing evidence from the rebranding process of three UK towns (Alsager, Altrincham and Holmfirth) that participated in the HSUK2020 project. Design/methodology/approach A comprehensive place branding...

In this chapter, we examine the role of branding within public administration and, more specifically, the role of place branding within place management. The chapter starts with a discussion of the origins of the practice in marketing and public sector planning. The tendency towards image-based governance processes and the effects of a more general...

This chapter contributes towards a holistic understanding of city brand formation centring on the goal of harmonising residents’ views and internal perspectives of the city with urban tourism goals and externally oriented branding efforts. The main premise is that in order to capture the ways in which place brands actually operate and form, it is n...

This article evaluates the contribution of commonly used symbolic elements – namely destination name, logo and tagline – to the establishment of the destination brand. The conceptual framework is developed combining suggestions on the role and significance of symbolic brand elements for commercial brands with the literature on destination and place...

Purpose – This paper aims to contribute to conceptualization of destination image (DI) and shed light on the overlooked socio-cultural aspects of tourism along with recent technological changes. It endeavours to develop a framework to conceptualize DI formation considering socio-cultural, political, historical and technological influences. Design/...

This chapter argues for the need to rethink the theory and practice of place branding and in doing so, it outlines the rationale for this book. We propose four major questions that guide the rethinking undertaken here: (a) why is place branding important? (b) what builds place brands? (c) who builds place brands? and (d) what is place brand managem...

Purpose – The purpose of this paper is to deal with the widely acknowledged gap between place branding theory and practice. It makes a direct attempt to address fundamental questions regarding the relationship between place branding scholars and practitioners. The article reports on the special session “Theory meets Practice” that was organised at...

This article argues that the dominant understanding of culture within place branding is inadequate and leads to disconnection between local culture and the place brand. The article discusses significant tensions arising from an evident oversimplification of the relationship between place brands and culture. This relationship is reconstructed throug...

Within place branding, culture is assumed to create positive associations with the place and is, therefore, used extensively. However, we argue that the understanding of culture is inadequate and leads to disconnection between local culture and the place brand instead of synergy. A critical evaluation of the methods commonly used reveals that cultu...

This concluding chapter revisits the major questions that were articulated in the introduction in order to capture the contribution of the volume in advancing the theory and practice of place branding. Going through the individual contribution of each chapter and the answers that the book as a whole has provided to these fundamental questions, the...

Purpose – This paper deals with the importance of residents within place branding. The aim of this paper is to examine the different roles that residents play in the formation and communication of place brands and explores the implications for place brand management. Design/methodology/approach – The paper is based on theoretical insights drawn fr...

Purpose The purpose of this paper is to focus on the role of stakeholders in the creation, development and ultimately ownership of place brands. The paper contributes towards laying the foundations of a participatory view of place branding. It establishes an urgent need to rethink place branding towards a more participation‐oriented practice. This...

In the late 1980s, when academic attention regarding the application of marketing approaches to the selling of places was in its infancy, a number of exploratory studies of deliberately promoted place images was undertaken in The Netherlands. The starting point was Burgess’s (1982) seminal study on the content of local authority promoted images in...

'The study and practise of place branding has reached a point where so much has been undertaken from a range of disciplines, each with its own terminology, methodology, and theoretical foundations, that the resulting mass requires distillation. Towards Effective Place Brand Management addresses this need by bringing together a collection of article...

It is evident in contemporary urban studies that the interest in city marketing both as a practice within urban centre management and as an academic sub-discipline has accelerated. There remain, however, several issues that need clarification before an agreement can be reached as to the exact effects and potential of city marketing as a tool of eco...

A city's brand is increasingly considered an important asset for urban development and an effective tool for cities to distinguish themselves and improve their positioning. The introduction of corporate-level marketing concepts and, especially, corporate branding has significantly contributed towards the development of a city branding theory. In pr...

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First, this article attempts to clarify certain issues involved in treating cities as brands, which have significantly limited the application of city branding. Secondly, it draws from corporate-level marketing theories important lessons for cities, and, thirdly, it contributes towards a clear city branding framework that is evidently missing and r...

Purpose – This paper serves two purposes. First, to identify the stages of the historical development of place marketing, because place marketing has developed over time through discrete phases, which differ in their sophistication as well as in their approaches and objectives. Secondly, to identify and articulate significant issues, which will det...

For several decades now, cities all over the world have been applying marketing techniques and increasingly adopting a marketing philosophy to meet their operational and strategic goals. City marketing has grown into an established field of research and an academic subdiscipline. This article begins with a description of the three main historical e...

The position of Amsterdam as an international centre of business, culture and tourism has recently been threatened by increasingly fierce inter-urban competition. The desire to improve Amsterdam’s attractiveness to local and international audiences, and to retune the city’s international image, has led to a fundamental strategic marketing exercise...

The re-branding of places whose existing brand image has become for various reasons inappropriate or ineffective poses particular challenges to the marketing of major multifunctional cities. The position of Amsterdam as the national cultural capital and major international cultural centre has for some time been threatened by a sharpening of competi...

The concept of Place Branding has emerged in recent years as a powerful instrument and it is increasingly popular among both commentators on place marketing theory and practitioners in place management all over the world. There is, however, an evident confusion in the use of the term. This paper first offers a short description of the development o...

Cities throughout Europe are increasingly importing the concept and techniques of product branding for use within place marketing, in pursuit of wider urban management goals, especially within the new conditions created by European integration. However, there is as yet little consensus about the nature of city branding, let alone its role in public...

Cities all over Europe include more and more marketing techniques and methods in their administration practice and governing philosophy. The transfer of marketing knowledge, however, to the operational environment of cities proves a cause of difficulties and misalignments, mostly due to the peculiar nature of places in general and cities in particu...

Place marketing has been established as a philosophy of place management and a function complementary to planning. Within the context of place marketing and in pursuit of wider place management goals, places throughout the world are shifting the focus towards place branding and are increasingly importing the concept and techniques of product and co...