Abstract
Place branding is an inherently difficult venture, since places are complex systems of geographical abstractions, each one understood in relation and contrast to other geographical entities. Even at the smallest size – a district, town, or city – a place is quite complex, but it becomes even more challenging when the entity exists on a higher level, like a region, two or more joined regions, or a country. When performing place branding, regions often not only differentiate themselves but also cooperate (within one country or between countries), thereby building so-called interregional brands with a high degree of complexity.
In this chapter, we will define the place brand and examine different concepts to understand branding as they relate to places. In a next step, we will highlight the special character of interregional place branding. Finally, we will apply these concepts to a particular interregional place branding case, namely, the Fehmarnbelt region. In this way, we aim to provide a strong foundation for the cases and concepts detailed by subsequent authors.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aaker DA (2004) Brand portfolio management. The Free Press, New York
American Marketing Association (2013) Dictionary American Marketing Association, http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B. Accessed 24 Dec 2013
Anholt S (2006) Anholt city brand index – “how the world views its cities”, 2nd edn. Global Market Insight, Bellevue
Anholt S (2010) Places – identity, image and reputation. Palgrave Macmillan, New York
Anholt S, Hildreth J (2005) Let freedom and cash registers ring: America as a brand. J Place Branding Public Dipl 1(2):164–172
Appleyard D (1979) The environment as a social symbol. J Am Plan Assoc 45(2):143–153
Ashworth GJ, Kavaratzis M (2009) Beyond the logo: brand management for cities. J Brand Manag 16(8):520–531
Avraham E (2000) Cities and their news media images. Cities 17(5):363–370
Berglund E, Olsson K (2010) Rethinking place marketing – a literature review. Paper presented at the 50th European regional science association congress, Jönköping, 19th–23rd August
Blackett T, Russell N (1999) What is co-branding? In: Blackett T, Boad B (eds) Co-branding – the science of alliance. Macmillan, Basingstoke, pp 1–21
Braun E (2008) City marketing: towards an integrated approach. Erasmus Research Institute of Management (ERIM), Rotterdam
Braun E (2012) Putting city branding into practice. J Brand Manag 19(4):257–267
Braun E, Zenker S, Witte J-J (2014) Feasibility study and activity plan for the Fehmarnbelt region. Erasmus University Rotterdam, Rotterdam
Fan Y (2006) Branding the nation: what is being branded? J Vacat Mark 12(1):5–14
Freire JR (2009) Local people: a critical dimension for place brands. J Brand Manag 16(7):420–438
Gertner D (2011) A (tentative) meta-analysis of the ‘place marketing’ and ‘place branding’ literature. J Brand Manag 19:112–131
Hankinson G (2005) Destination brand images: a business tourism perspective. J Serv Mark 19(1):24–32
Hildreth J (2013) The Saffron European city brand barometer. Saffron brand consultants website, http://saffron-consultants.com/news-views/publications/. Accessed 21 Dec 2013
Insch A, Florek M (2008) A great place to live, work and play – conceptualizing place satisfaction in the case of a city’s residents. J Place Manag Dev 1(2):138–149
Jacobsen BP (2012) Place brand equity: a model for establishing the effectiveness of place brands. J Place Manag Dev 5(3):253–271
Kavaratzis M (2008) From city marketing to city branding: an interdisciplinary analysis with reference to Amsterdam, Budapest and Athens, PhD thesis, Groningen: Rijksuniversiteit Groningen
Keller KL (1993) Conceptualizing, measuring, and managing customer-based brand equity. J Mark 57(January):1–22
Kotler P, Haider DH, Rein I (1993) Marketing places: attracting investment, industry, and tourism to cities, states, and nations. The Free Press, New York
Lucarelli A, Berg PO (2011) City branding – a state of the art review of the research domain. J Place Manag Dev 4(1):9–27
Olins W (2002) Branding the nation – the historical context. J Brand Manag 9(4–5):241–248
Stedman RC (2002) Towards a social psychology of place: predicting behavior from place-based cognitions, attitude, and identity. Environ Behav 34(5):561–581
Zenker S (2009) Who’s your target? The creative class as a target group for place branding. J Place Manag Dev 2(1):23–32
Zenker S (2011) How to catch a city? The concept and measurement of place brands. J Place Manag Dev 4(1):40–52
Zenker S, Beckmann SC (2013) My place is not your place – different place brand knowledge by different target groups. J Place Manag Dev 6(1):6–17
Zenker S, Braun E (2010) Branding a city – a conceptual approach for place branding and place brand management. Paper presented at the 39th European marketing academy conference, Copenhagen, 1–4 June
Zenker S, Gollan T (2010) Development and implementation of the resident migration scale (ReMiS): measuring success in place marketing. In: Witte EH, Gollan T (eds) Sozialpsychologie und Ökonomie. Pabst Verlag, Lengerich, pp 156–172
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Zenker, S., Jacobsen, B.P. (2015). Introduction to Interregional Place Branding. In: Zenker, S., Jacobsen, B. (eds) Inter-Regional Place Branding. Springer, Cham. https://doi.org/10.1007/978-3-319-15329-2_1
Download citation
DOI: https://doi.org/10.1007/978-3-319-15329-2_1
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-15328-5
Online ISBN: 978-3-319-15329-2
eBook Packages: Earth and Environmental ScienceEarth and Environmental Science (R0)