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From Place Marketing to Place Branding within the Nation Branding Process: a Literature Review

Author

Listed:
  • Cotîrlea Denisa Adriana

    (Babe? Bolyai University of Cluj Napoca, Romania, Faculty of Economics and Business Administration)

Abstract

The present article was written in order to provide a framework that assures a better understanding regarding two different, but complementary terms: place marketing and place branding. In order to emphasize their particularities, in the present work-paper have been approached their main constituents, the similarities and differences existent between these two concepts, their origin and their main traits. The paper aims at facilitating to readers their understanding regarding place branding process - by emphasizing its evolution, by identifying and explaining its essential components and their role and by highlighting the transition from place marketing to place branding within the context of nation branding process.

Suggested Citation

  • Cotîrlea Denisa Adriana, 2014. "From Place Marketing to Place Branding within the Nation Branding Process: a Literature Review," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 297-302, May.
    • Handle: RePEc:ovi:oviste:v:xiv:y:2014:i:2:p:297-302
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    File URL: http://stec.univ-ovidius.ro/html/anale/RO/cuprins%20rezumate/ANALE%20vol%2014%20issue_2_2014.pdf
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    More about this item

    Keywords

    place branding; place marketing; nation branding;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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