IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-137-28255-2_3.html
   My bibliography  Save this book chapter

Beyond Place Branding

In: International Place Branding Yearbook 2012

Author

Listed:
  • Nicholas Ind
  • Erling Dokk Holm

Abstract

In spite of the long history of places promoting their virtues to visitors, commentators and investors, the concept of place branding is relatively new. In this context, the idea that there should already be a “beyond” might seem hasty. However, we will argue in this chapter that much place branding as it has been practiced has really been place marketing, concerned more with creating an image through external communication than developing the experience of a place. This has tended to make place branding seem superficial and short-termist – more concerned with visitor numbers, reputation indices and growth figures than connecting with the needs and wants of citizens. So here we will turn place branding inwards and focus on three trends that are creating the opportunity to promote citizen participation and to develop more sustainable approaches to brand building that can deliver well-being for all – the sort of benefits that Robert F. Kennedy observed in a 1968 speech and which tend to go unmeasured in statistics:

Suggested Citation

  • Nicholas Ind & Erling Dokk Holm, 2013. "Beyond Place Branding," Palgrave Macmillan Books, in: Frank M. Go & Robert Govers (ed.), International Place Branding Yearbook 2012, chapter 0, pages 45-55, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28255-2_3
    DOI: 10.1057/9781137282552_3
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-1-137-28255-2_3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.