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Rethinking Strategic Place Branding in the Digital Age

In: Rethinking Place Branding

Author

Listed:
  • Sonya Azad Hanna

    (Bangor University)

  • Jennifer Rowley

    (Manchester Metropolitan University)

Abstract

It is important that a coherent and strategic approach is adopted to place branding, and, in particular, that this approach is multi-channel and embraces digital place branding. This chapter commences with a review of the nature of strategic place brand management, and identifies the key components of the process, as a basis for reflecting on how managing a significant digital presence might impact on future models of strategic place brand management. Next, the 7 C’s of digital strategic place brand management are proposed: channels, clutter, community, chatter, communication, co-creation, and co-branding. Finally, these 7 C’s are matched to the components of the strategic place brand management process.

Suggested Citation

  • Sonya Azad Hanna & Jennifer Rowley, 2015. "Rethinking Strategic Place Branding in the Digital Age," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 85-100, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-12424-7_7
    DOI: 10.1007/978-3-319-12424-7_7
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    Citations

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    Cited by:

    1. Andrea Lucarelli & Christofer Laurell & Efe Sevin, 2024. "Mapping the role of public actors in the constitution of place brand publics in social media," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(3), pages 322-334, September.
    2. Radenka Mitova & Bilyana Borisova & Boian Koulov, 2021. "Digital Marketing of Bulgarian Natural Heritage for Tourism and Recreation," Sustainability, MDPI, vol. 13(23), pages 1-21, November.
    3. Maia Maziashvili & Izabela Kowalik, 2022. "City citizenship behavior and participation in promotion," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 113-127, 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. Angeliki Mitropoulou & Ioannis Spilanis, 2020. "Towards a contemporary research agenda for island branding: developments, challenges, and dynamics," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(4), pages 293-303, December.
    6. 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.
    7. Gaia Daldanise, 2020. "From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement," Sustainability, MDPI, vol. 12(24), pages 1-23, December.

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