Town Planning Review

Place brand practitioners' perspectives on the management and evaluation of the brand experience

Town Planning Review (2013), 84, (4), 495–515.

Abstract

Place branding is a key aspect of the wider agenda for improving and promoting places and involves not only developing the image of the place, but also developing the place brand experience, which is dependent on the place's physical infrastructure and its maintenance, regeneration and development. The research presented here demonstrates that place brand practitioners recognise the complexity of the place offering and accordingly adopt a brand management approach that places emphasis on the management of the brand experience, collaborating with a range of stakeholders to try to deliver and continue to improve a consistent brand experience.

Access Token
£25.00
READ THIS ARTICLE
If you have private access to this content, please log in with your username and password here

AAKER, D. (1996), Building Strong Brands, New York, Free Press. Building Strong Brands Google Scholar

ADDIS, M., MINIERO, G., SCOPELLITE, I. and SOSCIA, I. (2007), ‘Creating consumption experience to build brand image’ (Conference paper prepared for the Thought Leaders International Conference on Brand Management, Birmingham Business School, 24-25 April 2007). ‘Creating consumption experience to build brand image’ Google Scholar

ALLEN, G. (2007), ‘Place branding: new tools for economic development’, Design Management Review, 18, 60-68. ‘Place branding: new tools for economic development’ Design Management Review 18 60 68 Google Scholar

ALLSOP, D., BASSETT, B. and HOSKINS, J. (2007), ‘Word-of-mouth research: principals and applications’, Journal of Advertising Research, December 2007, http://www.versatilesolutionsbb.com/web_documents/word_of_mouth_research_jar_dec-07.pdf (accessed 6 June 2012). http://www.versatilesolutionsbb.com/web_documents/word_of_mouth_research_jar_dec-07.pdf ‘Word-of-mouth research: principals and applications’ Journal of Advertising Research Google Scholar

BAKER, B. (2007), Destination Branding for Small Cities: Essentials for Successful Place Branding, London, Creative Leap Books. Destination Branding for Small Cities: Essentials for Successful Place Branding Google Scholar

BALAKRISHNAN, M. (2008), ‘Dubai - a star in the east: a case study in strategic destination branding’, Journal of Place Management and Development, 1, 62-91. ‘Dubai - a star in the east: a case study in strategic destination branding’ Journal of Place Management and Development 1 62 91 Google Scholar

BALAKRISHNAN, M. (2009), ‘Strategic branding of destinations: a framework’, European Journal of Marketing, 43, 611-29. ‘Strategic branding of destinations: a framework’ European Journal of Marketing 43 611 29 Google Scholar

BENNETT, R. and SAVANI, S. (2003), ‘The re-branding of city places: an international comparative investigation’, International Public Management Review, 4, 70-87. ‘The re-branding of city places: an international comparative investigation’ International Public Management Review 4 70 87 Google Scholar

BERRY, L. (2000), ‘Cultivating service brand equity’, Journal of the Academy of Marketing Science, 28, 128-37. ‘Cultivating service brand equity’ Journal of the Academy of Marketing Science 28 128 37 Google Scholar

BERRY, L., CARBONE, L. and HAECKEL, S. (2002), ‘Managing the total consumer experience’, MIT Sloan Management Review, 43, 85-89. ‘Managing the total consumer experience’ MIT Sloan Management Review 43 85 89 Google Scholar

BRAKUS, J., SCHMITT, B. and ZARANTONELLO, L. (2009), ‘Brand experience: what is it? How is it measured? Does it affect loyalty?’, Journal of Marketing, 73, 52-68. ‘Brand experience: what is it? How is it measured? Does it affect loyalty?’ Journal of Marketing 73 52 68 Google Scholar

CAI, L. (2002), ‘Cooperative branding for rural destinations’, Annals of Tourism Research, 29, 726-42. ‘Cooperative branding for rural destinations’ Annals of Tourism Research 29 726 42 Google Scholar

CARBONE, L. and HAECKEL, S. (1994), ‘Engineering customer experience’, Marketing Management, 3, 9-10. ‘Engineering customer experience’ Marketing Management 3 9 10 Google Scholar

CHUN, R. (2005), ‘Corporate reputation: meaning and measurement’, International Journal of Management Reviews, 7, 91-109. ‘Corporate reputation: meaning and measurement’ International Journal of Management Reviews 7 91 109 Google Scholar

CHON, K. (1990), ‘The Role of Destination in Tourism: a review and discussion’, Tourism Review, 45, 2-9. ‘The Role of Destination in Tourism: a review and discussion’ Tourism Review 45 2 9 Google Scholar

COSHALL, J. (2000), ‘Measuring of tourists’ images: the repertory grid approach', Journal of Travel Research, 39, 85-89. ‘Measuring of tourists’ images: the repertory grid approach' Journal of Travel Research 39 85 89 Google Scholar

DINNIE, K., MELEWAR, G., SEIDENFUSS, K. AND MUSA, G. (2010), ‘Nation branding and integrated marketing communications: an ASEAN perspective’, International Marketing Review, 27, 388-403. ‘Nation branding and integrated marketing communications: an ASEAN perspective’ International Marketing Review 27 388 403 Google Scholar

DRIGGS, W. and PIOTROSKI, S. (2005), Experiencing the Brand: Branding the Experience http://www.accenture.com/NR/rdonlyres/ADED252D-1128-4951-B978-D8B5DC1B61ED/0/60597_ExperiencingBrand_v1.pdf Google Scholar

GAGGIOTTI, H., CHENG, P. and YUNAK, O. (2008), ‘City brand management (CBM): the case of Kazakhstan’, Place Branding and Public Diplomacy, 4, 115-23. ‘City brand management (CBM): the case of Kazakhstan’ Place Branding and Public Diplomacy 4 115 23 Google Scholar

GNOTH, J. (2004), ‘Opinion pieces: where is place branding heading’, Place Branding, 1, 12-35. ‘Opinion pieces: where is place branding heading’ Place Branding 1 12 35 Google Scholar

GOODRICH, J. (1978), ‘The relationship between preferences for and perceptions of vacation destinations: application of a choice model’, Journal of Travel Research, 17, 8-13. ‘The relationship between preferences for and perceptions of vacation destinations: application of a choice model’ Journal of Travel Research 17 8 13 Google Scholar

GUPTA, S., GRANT, S. and MELEWAR, T. (2008), ‘The expanding role of intangible assets of the brand’, Journal of Management Decisions, 46, 948-60. ‘The expanding role of intangible assets of the brand’ Journal of Management Decisions 46 948 60 Google Scholar

HA, H-Y. (2002), ‘The effect of consumer risk perceptions on pre-purchase information in online auctions: word-of-mouth, and customised information’, Journal of Computer Mediated Communications, 8, http://jcmc.indiana.edu/vol8/issue1/ha.html (accessed 6 June 2012). http://jcmc.indiana.edu/vol8/issue1/ha.html ‘The effect of consumer risk perceptions on pre-purchase information in online auctions: word-of-mouth, and customised information’ Journal of Computer Mediated Communications 8 Google Scholar

HALL, C. M. (2008), ‘Servicescapes, designscapes, branding, and the creation of place identity: south of Litchfield, Christchurch’, Journal of Travel & Tourism Marketing, 25, 233-50. ‘Servicescapes, designscapes, branding, and the creation of place identity: south of Litchfield, Christchurch’ Journal of Travel & Tourism Marketing 25 233 50 Google Scholar

HAECKEL, S., CARBONE, L. and BERRY, L. (2003), ‘How to lead the customer experience’, Marketing Management, 12, 18-23. ‘How to lead the customer experience’ Marketing Management 12 18 23 Google Scholar

HANKINSON, G. (2001), ‘Location branding: a study of the branding practices of 12 English cities’, Journal of Brand Management, 9, 127-42. ‘Location branding: a study of the branding practices of 12 English cities’ Journal of Brand Management 9 127 42 Google Scholar

HANKINSON, G. (2004), ‘Relational network brands: towards a conceptual model of place brands’, Journal of Vacation Marketing, 10, 109-21. ‘Relational network brands: towards a conceptual model of place brands’ Journal of Vacation Marketing 10 109 21 Google Scholar

HANKINSON, G. (2005), ‘Destination brand images: a business tourism perspective’, Journal of Services Marketing, 19, 24-32. ‘Destination brand images: a business tourism perspective’ Journal of Services Marketing 19 24 32 Google Scholar

HANKINSON, G. (2009), ‘Managing destination brands: establishing a theoretical framework’, Journal of Marketing Management, 25, 97-115. ‘Managing destination brands: establishing a theoretical framework’ Journal of Marketing Management 25 97 115 Google Scholar

HANNA, S. and ROWLEY, J. (2008), ‘An analysis of terminology use in place branding’, Journal of Place Branding and Public Diplomacy, 4, 61-75. ‘An analysis of terminology use in place branding’ Journal of Place Branding and Public Diplomacy 4 61 75 Google Scholar

HANNA, S. and ROWLEY, J. (2011), ‘Towards a strategic place brand-management model’, Journal of Marketing Management, 27, 458-76. ‘Towards a strategic place brand-management model’ Journal of Marketing Management 27 458 76 Google Scholar

HANNA, S. and ROWLEY, J. (2013), ‘A practitioner-led strategic place brand management model’, Journal of Marketing Management, forthcoming. ‘A practitioner-led strategic place brand management model’ Journal of Marketing Management Google Scholar

HENNING-THURAU, T., GWINNER, K., WALSH, G. and GRENTER, D. (2004), ‘Electronic word-of-mouth via consumer opinion platforms: what motivates consumers to articulate themselves on the internet?’, Journal of Interactive Marketing, 18, 38-57. ‘Electronic word-of-mouth via consumer opinion platforms: what motivates consumers to articulate themselves on the internet?’ Journal of Interactive Marketing 18 38 57 Google Scholar

HOUGHTON, J. and STEVENS, A. (2011), ‘City branding and stakeholder engagement’, in K. Dinnie (ed.), City Branding: Theory and Cases, Palgrave-MacMillan, Basingstoke, 45-53. City Branding: Theory and Cases 45 53 Google Scholar

IKUTA, T., YUKAWA, K. and HAMASAKI, H. (2007), ‘Regional branding measures in Japan - efforts in 12 major prefectural and city governments’, Place Branding and Public Diplomacy, 3, 131-43. ‘Regional branding measures in Japan - efforts in 12 major prefectural and city governments’ Place Branding and Public Diplomacy 3 131 43 Google Scholar

JONES, P., COMFORT, D., CLARKE-HILL, C. and HILLIER, D. (2010), ‘Retail experience stores: experiencing the brand at first hand’, Marketing Intelligence and Planning, 28, 241-48. ‘Retail experience stores: experiencing the brand at first hand’ Marketing Intelligence and Planning 28 241 48 Google Scholar

KAVARATZIS, M. (2004), ‘From city marketing to city branding: toward a theoretical framework for developing city brands’, Place Branding, 1, 58-73. ‘From city marketing to city branding: toward a theoretical framework for developing city brands’ Place Branding 1 58 73 Google Scholar

KAVARATZIS, M. (2012), ‘From "necessary evil" to necessity: stakeholders’ involvement in place branding', Journal of Place Management and Development, 5, 7-19. ‘From "necessary evil" to necessity: stakeholders’ involvement in place branding' Journal of Place Management and Development 5 7 19 Google Scholar

KELLER, K. ([1998] 2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Pearson, NJ, Upper Saddle River. Strategic Brand Management: Building, Measuring, and Managing Brand Equity Google Scholar

KERR, G. (2006), ‘From destination brand to location brand’, Journal of Brand Management, 13, 276-83. ‘From destination brand to location brand’ Journal of Brand Management 13 276 83 Google Scholar

KERR, G. and JOHNSON, S. (2005), ‘A review of brand management strategy for a small town - lessons learnt!’, Place Branding, 1, 373-87. ‘A review of brand management strategy for a small town - lessons learnt!’ Place Branding 1 373 87 Google Scholar

KOTLER, P. and GERTNER, G. (2002), ‘Country as a brand, product and beyond: a place marketing and brand management perspective’, Journal of Brand Management, 9, 249-62. ‘Country as a brand, product and beyond: a place marketing and brand management perspective’ Journal of Brand Management 9 249 62 Google Scholar

KOTLER, P., HAIDER, D. and REIN, I. (1993), Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations, New York, NY, The Free Press. Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations Google Scholar

If you have private access to this content, please log in with your username and password here

Details

Author details

Hanna, Sonya

Rowley, Jennifer