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Rethinking Place Branding from a Practice Perspective: Working with Stakeholders

In: Rethinking Place Branding

Author

Listed:
  • Julian Stubbs

    (Up There, Everywhere)

  • Gary Warnaby

    (University of Manchester)

Abstract

This chapter considers the role of stakeholders in the development of place branding, arguing that understanding who they are and the nature of their opinions about the place in question should be key determinants of any place branding strategy. After briefly considering the issue of who ‘owns’ the place brand, the chapter discusses the concept of stakeholding more generally. Using case examples from the first author’s place branding practice over many years, the range of potential place stakeholders that may exist are identified (including residents, politicians, governmental organisations, promotional agencies, infrastructure and transport providers, cultural and sports organisations, business, academic organisations and schools, and religious organisations). The chapter then discusses key issues relating to the process(es) involved in getting stakeholder commitment to place branding activities, including issues such as stakeholder workshops, shared vision and positioning, developing close relationships and having an internal brand engagement plan.

Suggested Citation

  • Julian Stubbs & Gary Warnaby, 2015. "Rethinking Place Branding from a Practice Perspective: Working with Stakeholders," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 101-118, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-12424-7_8
    DOI: 10.1007/978-3-319-12424-7_8
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    Citations

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    Cited by:

    1. Yingying Wu & Bowen Zhang & Dian Wang, 2021. "Bridging the language barrier: a Chinese place branding literature review from 1996 to 2018," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(2), pages 140-154, June.
    2. Juha Halme, 2021. "The role of social capital in the institutionalization of regional place marketing activity," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(3), pages 249-256, September.
    3. Yauheniya Barkun & Ewa Glińska & Katarzyna Dębkowska, 2021. "Differentiation of regional attractiveness for gaining talents in the context of place branding theory," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(1), pages 78-92, March.
    4. Mohammad Reza Yazdan Panah Shahabadi & Hassan Sajadzadeh & Mojtaba Rafieian, 2020. "Explaining the theoretical model of place branding: an asset-based approach to regeneration of the historic district of Tehran," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 377-392, July.
    5. Wenting Ma & Daan Schraven & Mark de Bruijne & Martin de Jong & Haiyan Lu, 2019. "Tracing the Origins of Place Branding Research: A Bibliometric Study of Concepts in Use (1980–2018)," Sustainability, MDPI, vol. 11(11), pages 1-20, May.
    6. 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.
    7. Ewa Glińska & Wawrzyniec Rudolf, 2019. "City Brand Personality Projected by Municipalities from Central and Eastern Europe Countries—A Comparison of Facebook Usage," Sustainability, MDPI, vol. 11(19), pages 1-22, October.
    8. 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.
    9. Emete Toros & Yavuz Gazibey, 2018. "Priorities of the citizens in city brand development: comparison of two cities (Nicosia and Kyrenia) by using analytic hierarchy process (AHP) approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(1), pages 413-437, December.
    10. 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.
    11. Laura Ripoll González & Fred Gale, 2020. "Place Branding as Participatory Governance? An Interdisciplinary Case Study of Tasmania, Australia," SAGE Open, , vol. 10(2), pages 21582440209, May.
    12. 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.
    13. Juha Halme, 2020. "Representation and power – Discursive constructions of stakeholder positions in regional place marketing collaboration," Environment and Planning C, , vol. 38(7-8), pages 1447-1464, November.

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