TY - JOUR
T1 - Conceptualising place branding in three approaches
T2 - towards a new definition of place brands as embodied experiences
AU - Eshuis, Jasper
AU - Ripoll González, Laura
N1 - Publisher Copyright:
© 2024, Jasper Eshuis and Laura Ripoll González.
PY - 2024/7/26
Y1 - 2024/7/26
N2 - Purpose: This paper aims to provide conceptual clarity on the different approaches of place branding in the literature. It discusses three main approaches and provides a new definition of place brands that acknowledges the full multi-sensory experience of place brands. This paper also elaborates brand management within the three approaches. Design/methodology/approach: Conceptual paper Findings: This study identifies three co-existing approaches of place branding and provides a definition of place brands for each of them. The first approach conceptualises place brands as symbolic constructs that identify and differentiate places from others. Brand symbols such as logos and slogans are central, assuming that brand meaning resides in them. The second approach views place brands as images and associations in the minds of target groups, whereby brands reside in individuals’ minds (the cognitive). This paper aligns with a third approach that views place brands as experiential, multi-sensory constructs. Brands invite not only mental representations in people’s minds but especially also multi-sensory embodied experiences. The authors thus define place brands as marketing systems that consist of dynamic performative assemblages of symbolic, discursive, institutional and material elements that selectively invite certain multi-sensory and embodied experiences of place by stakeholders and target groups. Originality/value: This paper contributes to conceptual clarity by providing an analytical framework identifying three main approaches to place branding. The authors further reflect on the implications of each approach for brand management. This paper also builds on recent literatures to provide a new and contemporary definition of place brands as multi-sensory experiences that encompasses embodiment.
AB - Purpose: This paper aims to provide conceptual clarity on the different approaches of place branding in the literature. It discusses three main approaches and provides a new definition of place brands that acknowledges the full multi-sensory experience of place brands. This paper also elaborates brand management within the three approaches. Design/methodology/approach: Conceptual paper Findings: This study identifies three co-existing approaches of place branding and provides a definition of place brands for each of them. The first approach conceptualises place brands as symbolic constructs that identify and differentiate places from others. Brand symbols such as logos and slogans are central, assuming that brand meaning resides in them. The second approach views place brands as images and associations in the minds of target groups, whereby brands reside in individuals’ minds (the cognitive). This paper aligns with a third approach that views place brands as experiential, multi-sensory constructs. Brands invite not only mental representations in people’s minds but especially also multi-sensory embodied experiences. The authors thus define place brands as marketing systems that consist of dynamic performative assemblages of symbolic, discursive, institutional and material elements that selectively invite certain multi-sensory and embodied experiences of place by stakeholders and target groups. Originality/value: This paper contributes to conceptual clarity by providing an analytical framework identifying three main approaches to place branding. The authors further reflect on the implications of each approach for brand management. This paper also builds on recent literatures to provide a new and contemporary definition of place brands as multi-sensory experiences that encompasses embodiment.
UR - http://www.scopus.com/inward/record.url?scp=85199321350&partnerID=8YFLogxK
U2 - 10.1108/JPMD-11-2023-0109
DO - 10.1108/JPMD-11-2023-0109
M3 - Article
AN - SCOPUS:85199321350
SN - 1753-8335
JO - Journal of Place Management and Development
JF - Journal of Place Management and Development
ER -