Rethinking Place Branding Comprehensive Brand Development for Cities and Regions /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Kavaratzis, Mihalis (Editor), Warnaby, Gary (Editor), Ashworth, Gregory J. (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Subjects: Business.; Marketing.; Regional planning.; Urban planning.; Architecture.; Regional economics.; Spatial economics.; Business and Management.; Regional/Spatial Science.; Landscape/Regional and Urban Planning.; Cities, Countries, Regions.

As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and e...

Table of Contents:

• The Need to Rethink Place Branding
• Rethinking the Place Branding Construct
• Rethinking the Place Product from the Perspective of the Service-Dominant Logic of Marketing
• Rethinking Sense of Place: Sense of One and Sense of Many
• Rethinking Place Identities
• Rethinking Virtual and Online Place Branding
• Rethinking Strategic Place Branding in the Digital Age
• Rethinking Place Branding from a Practice Perspective: Working with Stakeholders
• Rethinking the Roles of Culture in Place Branding
• Rethinking Place Branding and Place Making Through Creative and Cultural Quarters
• Rethinking Place Brand Communication: From Product-Oriented Monologue to Consumer-Engaging Dialogue
• Rethinking the Visual Communication of the Place Brand: A Contemporary Role for Chorography?
• Rethinking Place Branding and the "Other" Senses
• Rethinking the Measurement of Place Brands
• Rethinking Brand Equity: Possibilities and Challenges of Application to Places
• Sketching Futures for Place Branding.