Abstract
PurposeThe purpose of this paper is to propose a new framework on sensorial place brand identity.Design/methodology/approachThis conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity.FindingsBy relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image.Originality/valueThis novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.
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