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What is Place Branding

Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines
A marketing strategy that is based on the premise that cities, regions, and countries can be branded. Place branding is largely linked to the characteristics of its native people, the characteristics of the region, the culture, the gastronomy, the organizations, and its history.
Published in Chapter:
People Make Places, What Do Stories Do?: Applying Digital Storytelling Strategies to Communicate the Identity of Cities and Regions
Sara Clara (University of Aveiro, Portugal) and Belem Barbosa (University of Porto, Portugal)
DOI: 10.4018/978-1-7998-6605-3.ch005
The main objective of this chapter is to explore how cities and regions can use digital storytelling strategies to reach and engage with their target audiences. Despite the growing body of literature regarding digital storytelling, the contributions and examples about regions and cities are still scarce. This chapter analyses the storytelling strategies of promotional campaigns regarding three cities and two regions around the world. Using a theory-driven framework, each storytelling example is dissected and interpreted. This study demonstrates that digital storytelling is worth consideration, as it offers a relevant set of advantages for marketing and communication managers, and enables the development of the place image and a consistent communication of its identity that can be co-created with various stakeholders, including the target audiences. It also shows that there are a diversity of approaches that can be adapted by place branding strategies, namely in terms of narrative, perspectives, and medium components.
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More Results
Effectiveness of Territorial Marketing for the Polish Tourism Brand
Building a Powerful Identity for Your Location. Place branding is a cornerstone of territorial marketing, is the strategic process of creating a distinct and memorable identity for a specific geographical area. Just like a product or company, cities, regions, and even countries can leverage branding techniques to establish themselves in the minds of target audiences. Place branding attracts businesses and investors, fostering job creation and economic growth, encourages tourism by highlighting unique attractions and cultural experiences, creates a positive image, leading to increased investment in infrastructure and development projects and enhances the local community by attracting talent, boosting civic pride, and fostering a sense of belonging.
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Destination Brand Personality at the Spotlight
The practice of applying brand strategy and other marketing techniques to the economic, socio-political, and cultural developments of cities, regions, and countries ( Anholt, 2004 ).
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Online Place Branding: Identity Features and Facts
The practice of applying a brand strategy and other marketing techniques, complementary to other disciplines for economic, social, political and cultural development, in order to sustain a region or a place, not only in terms of leisure and tourism.
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Perfume Consumption in India: An Exploratory Study
The process of image communication to the target market so that the place can compete with other places for people, culture, heritage, economic resources, and business.
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The Eco-Touristic Attraction for the Brand Guadalajara, Mexico: The Case of Barranca del Rio Santiago
Is the process of promoting images specifically selected in order to establish a favorable reputation that serves as a tourist attraction.
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