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Rethinking Virtual and Online Place Branding

In: Rethinking Place Branding

Author

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  • Robert Govers

Abstract

This chapter discusses the impact technology and the internet have had on the reputations of places, how online tools are used in place branding and what the future might look like. The discussion is interspersed with case studies such as Queensland’s Best Job in the World campaign, the @Sweden Twitter rotation account, the Province of Limburg, Netherlands, and social media analysis on Dubai, Abu Dhabi and Qatar. It is concluded that because of the importance of personal experience and word-of-mouth in place marketing, information technologies and social media will soon replace mainstream media advertising as the main tool for ‘branding’. Today, however, technology is still too often used in place branding as an end in itself, in order to reflect commoditised virtual brand values of modernity, openness and innovation, as opposed to being a tool to reflect meaningful, distinctive, relevant and real brand values through substance and symbolic actions.

Suggested Citation

  • Robert Govers, 2015. "Rethinking Virtual and Online Place Branding," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 73-83, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-12424-7_6
    DOI: 10.1007/978-3-319-12424-7_6
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    Cited by:

    1. Kasey Clawson Hudak, 2019. "Resident stories and digital storytelling for participatory place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(2), pages 97-108, June.
    2. Sandulika Abesinghe & Nayomi Kankanamge & Tan Yigitcanlar & Surabhi Pancholi, 2023. "Image of a City through Big Data Analytics: Colombo from the Lens of Geo-Coded Social Media Data," Future Internet, MDPI, vol. 15(1), pages 1-21, January.
    3. Parul Gupta & Sumedha Chauhan & M. P. Jaiswal, 2019. "Classification of Smart City Research - a Descriptive Literature Review and Future Research Agenda," Information Systems Frontiers, Springer, vol. 21(3), pages 661-685, June.
    4. Natalya Yu. Vlasova & Yelena S. Kulikova, 2018. "Place Marketing in Conditions of the Forming Digital Economy," Journal of New Economy, Ural State University of Economics, vol. 19(3), pages 69-81, June.
    5. Olga Kolotouchkina & Gildo Seisdedos, 2018. "Place branding strategies in the context of new smart cities: Songdo IBD, Masdar and Skolkovo," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(2), pages 115-124, May.
    6. Kareem El Damanhoury, 2020. "Constructing place identity: ISIS and Al-Qaeda’s branding competition over the Caliphate," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(3), pages 265-278, September.
    7. Karin Aggestam & Annika Bergman Rosamond & Elsa Hedling, 2022. "Feminist digital diplomacy and foreign policy change in Sweden," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(4), pages 314-324, December.

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