Putting It All Together—The Framework
As the above quote illustrates, place brand development and maintenance is a job that cannot be confined solely to the lead destination marketing organization. Place brands are living social constructions (Kavaratzis & Hatch, 2013; Zavattaro, 2013b). The marketing and PR director quoted above was explaining the difficult process of getting community stakeholder groups to share the brand vision. One theme that emerged throughout the data analysis was a focus on educating hospitality professionals and locals regarding the importance of strategic place brand campaigns, especially where it related to economic development. As many practitioners (all working for CVBs or CVB-like organizations)1 in our study explained, their job is to increase the tax revenue within the city while limiting the drain on resources provided by the city.
KeywordsBrand Identity Place Brand Selling Tactic Express Focus Asymmetrical Communication
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