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Rethinking Place Branding and the ‘Other’ Senses

In: Rethinking Place Branding

Author

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  • Dominic Medway

    (University of Manchester)

Abstract

Place branding activity is a predominantly visual phenomenon, but what of the other senses? What role do smell, hearing, taste and touch have to play in the way humans navigate and consume space and place? This chapter explores the role these non-visual senses can, or could, play in the way places are branded. Although, there is clearly an opportunity to engage all the senses in place branding campaigns, most focus on sight and, at best, just one or two other senses. It is argued that a more holistic approach is required, with place marketing practitioners aiming to stimulate all five senses when they embark on place branding activity. This is likely to deliver a more enriching experience for the recipient of place branding effort and, ultimately, the place consumer.

Suggested Citation

  • Dominic Medway, 2015. "Rethinking Place Branding and the ‘Other’ Senses," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 191-209, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-12424-7_13
    DOI: 10.1007/978-3-319-12424-7_13
    as

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