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Rethinking the Place Branding Construct

In: Rethinking Place Branding

Author

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  • Graham Hankinson

    (Kingston University London)

Abstract

The emerging convergence between the disciplines contributing to the development of place branding as a field of study has led to a more holistic view of the subject, broadening the research platform and encouraging the publication of future research agendas. Nevertheless, place branding research has only just begun to take account of the significant deepening and broadening of the mainstream branding domain. Greater conceptual understanding of branding concepts is required before place branding can be regarded as a mature domain of study. This chapter delineates the place branding construct by identifying the concepts that form and reflect it and the variables that moderate its implementation and impact. The chapter begins with a review of the mainstream branding construct in order to identify concepts of relevance to place branding. On the basis of this analysis seven concepts which are central to the place branding construct are proposed: the brand image, positioning and equity, brand extension, brand architecture, brand identity and orientation. Secondly, three moderating variables are identified: brand objectives, brand management and performance measurement. Issues of transference are then discussed.

Suggested Citation

  • Graham Hankinson, 2015. "Rethinking the Place Branding Construct," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 13-31, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-12424-7_2
    DOI: 10.1007/978-3-319-12424-7_2
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    Citations

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    Cited by:

    1. Robert Govers & Florian Kaefer & Natàlia Ferrer-Roca, 2017. "The state of academic place branding research according to practitioners," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(1), pages 1-3, February.
    2. Ewa Glińska & Oleg Gorbaniuk, 2016. "Restrictions on the use of the Aaker model in the measurement of city brand personality: The sender’s perspective," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(1), pages 46-58, February.
    3. Ido Aharoni & Amir Grinstein, 2017. "How to (re)position a country? A case study of the power of micro-marketing," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 293-307, November.
    4. Amelia Green & Debra Grace & Helen Perkins, 2016. "City branding research and practice: An integrative review," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 252-272, May.
    5. Alexander, Andrew & Teller, Christoph & Wood, Steve, 2020. "Augmenting the urban place brand – On the relationship between markets and town and city centres," Journal of Business Research, Elsevier, vol. 116(C), pages 642-654.
    6. WeiChung Huang & LiChung Jen, 2020. "Color Place Marketing—The Role of Atmospheric Colors on Place Product Association and Consumer Choices in Luoyang, China," Sustainability, MDPI, vol. 12(23), pages 1-20, November.
    7. George Rossolatos, 2018. "Post-place branding as nomadic experiencing," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 285-304, November.
    8. Marius-Cristian Neacsu & Silviu Negut & Gheorghe Vlasceanu, 2016. "Place Branding – Geographical Approach. Case Study: Waterloo," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 18(S10), pages 944-944, November.
    9. Chad Milewicz & Kai-Michael Griese & Aliosha Alexandrov, 2017. "An international examination of private sector perspectives on city brand architectures," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(3), pages 205-222, August.
    10. Giovana Goretti Feijó de Almeida & Lucília Cardoso, 2022. "Discussions between Place Branding and Territorial Brand in Regional Development—A Classification Model Proposal for a Territorial Brand," Sustainability, MDPI, vol. 14(11), pages 1-24, May.

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