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Exploring the role of stakeholders in place branding - a case analysis of the 'City of Liverpool'

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  • Vishwas Maheshwari
  • George Lodorfos
  • Ian Vandewalle

Abstract

To date, there has been no investigation into the roles and interrelationships of various stakeholder groups in developing place branding. Similarly, there is limited previous research that examines the links between stakeholders, place branding and sustainable businesses' development. This study is based on in-depth semi-structured interviews with representatives from a diverse group of key stakeholders including local authorities, investment agencies, private sector representatives and local businesses as well as a number of follow up interviews with key representatives from the business community within the 'City of Liverpool', UK. These included stakeholders that have both the power and the interest to develop place branding and implement a strategic plan that support's businesses' development. A relationship framework demonstrating the dynamic roles of different stakeholders in place branding has been proposed as a platform for business development.

Suggested Citation

  • Vishwas Maheshwari & George Lodorfos & Ian Vandewalle, 2014. "Exploring the role of stakeholders in place branding - a case analysis of the 'City of Liverpool'," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 13(1), pages 104-121.
    • Handle: RePEc:ids:ijbglo:v:13:y:2014:i:1:p:104-121
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    Cited by:

    1. Pashkus V.Y. & Dragun P.K., 2020. "Territory Brand: Concept, Target Audience, Communication Efficiency In The Era Of Digital Transformation," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 2, May.

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