Sonya Hanna

Towards a strategic place brand-management model

Abstract Using earlier research into models of place branding-management processes, this paper develops a multi-level conceptual model of strategic place brand management designed to support managers in embracing a holistic approach to place brand management. The model identifies the following components for attention and activity: place brand evaluation; brand infrastructure relationships, including infrastructure (regeneration) and stakeholder engagement (management); place brand articulation; and brand communications. The model identifies the influences and action processes between these components, including brand identity and architecture, influencing brand experience. Existing place branding models take different perspectives on the branding process – respectively, relationship management, communications, and strategic planning; none of these models are comprehensive and neither are they widely adopted or tested. This paper proposes an integrative model that builds on and subsumes these earlier models and is also grounded in the wider research on branding and place branding concept and processes.

A practitioner-led strategic place brand-management model

Abstract As a relatively new field, research into place branding is predominately case-study based, focusing specifically on single place entities. This paper reports on an exploratory study that uses semi-structured interviews with place-branding practitioners working in various geographical locations (towns, cities, regions). The study tests the relevance of the components of strategic place brand management and elucidates their meaning and explores the relationships between these components. The research confirms the relevance of the components but suggests that relationships between components may be context dependent. The study makes both theoretical and managerial contributions by offering a refined, holistic, and new practitioner-led strategic place brand-management model along with structural meanings for each component that describe to those embarking on the process the key processes, activities, and success factors that are integral for an effective place-branding approach.

Rethinking Strategic Place Branding in the Digital Age

It is important that a coherent and strategic approach is adopted to place branding, and, in particular, that this approach is multi-channel and embraces digital place branding. This chapter commences with a review of the nature of strategic place brand management, and identifies the key components of the process, as a basis for reflecting on how managing a significant digital presence might impact on future models of strategic place brand management. Next, the 7 C’s of digital strategic place brand management are proposed: channels, clutter, community, chatter, communication, co-creation, and co-branding. Finally, these 7 C’s are matched to the components of the strategic place brand management process.