Rethinking the Place Branding Construct

Abstract

The emerging convergence between the disciplines contributing to the development of place branding as a field of study has led to a more holistic view of the subject, broadening the research platform and encouraging the publication of future research agendas. Nevertheless, place branding research has only just begun to take account of the significant deepening and broadening of the mainstream branding domain. Greater conceptual understanding of branding concepts is required before place branding can be regarded as a mature domain of study. This chapter delineates the place branding construct by identifying the concepts that form and reflect it and the variables that moderate its implementation and impact. The chapter begins with a review of the mainstream branding construct in order to identify concepts of relevance to place branding. On the basis of this analysis seven concepts which are central to the place branding construct are proposed: the brand image, positioning and equity, brand extension, brand architecture, brand identity and orientation. Secondly, three moderating variables are identified: brand objectives, brand management and performance measurement. Issues of transference are then discussed.