Reframing place promotion, place marketing, and place branding - moving beyond conceptual confusionBoisen, M., Terlouw, K., Groote, P. & Couwenberg, O., Oct-2018, In : Cities. 80, p. 4-11
Research output: Contribution to journal › Article › Academic › peer-review
The literature and practice of place promotion, place marketing and place branding lack a common understanding of what these three concepts mean and through what kind of policies they can be implemented. Although scholars have provided several theoretical frameworks and definitions, both scholars and practitioners (advisors, civil servants, public and private stakeholders, and politicians) often use them synonymously. This paper argues that recent developments in both theory and practice - with respect to place promotion, place marketing and place branding - provide an opportunity to address this conceptual confusion. In the academic debate, a common understanding is slowly emerging and in practice, a more integral approach is gaining ground. To contribute to these advances, we present the outline of a framework to help distinguish between place promotion, place marketing and place branding, along with a discussion on why we believe these differences (should) matter to practitioners.
|Publication status||Published - Oct-2018|
- Place branding, Place management, Place marketing, Place promotion, Urban governance, Urban policy, URBAN GOVERNANCE, WORLD CITIES, CITY, DESTINATION, MANAGEMENT, IDENTITY, POLITICS, IMAGE