Place Branding

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dc.contributor.author	Beckmann, Suzanne C.
dc.contributor.author	Zenker, Sebastian
dc.date.accessioned	2012-11-14
dc.date.accessioned	2012-11-14T13:06:47Z
dc.date.available	2012-11-14T13:06:47Z
dc.date.issued	2012-11-14
dc.identifier.uri	http://hdl.handle.net/10398/8564
dc.description.abstract	Cities increasingly brand themselves as an attractive place for tourists, investors, business and workforce. Yet, most place branding efforts do not take the diversity of their stakeholders and the variety of place perceptions into account. Our study, however, reveals significant discrepancies between internal and external stakeholders’ mental representations of a place brand, using the city of Hamburg as an example. We therefore argue that place brand management needs to align its brand communication with stakeholders’ interests, using an integrated approach to developing city-specific strategies for building target group-specific place brand architecture.	en_US
dc.format.extent	7	en_US
dc.language	eng	en_US
dc.subject.other	Place Branding	en_US
dc.subject.other	Brand Complexity	en_US
dc.subject.other	Stakeholder Management	en_US
dc.subject.other	Cities	en_US
dc.title	Place Branding	en_US
dc.type	cp	en_US
dc.accessionstatus	modt12nov14 lbjl	en_US
dc.contributor.corporation	Copenhagen Business School. CBS	en_US
dc.contributor.department	Institut for Afsætningsøkonomi	en_US
dc.contributor.departmentshort	AØ	en_US
dc.contributor.departmentuk	Department of Marketing	en_US
dc.contributor.departmentukshort	MARKETING	en_US
dc.description.notes	paper presented at the 41st European Marketing Academy Conference, Lisbon, Portugal, 22nd – 25th May 2012	en_US
dc.publisher.year	2012	en_US
dc.title.subtitle	A Multiple Stakeholder Perspective	en_US