Place Branding


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Place Branding

Show simple item record Beckmann, Suzanne C. Zenker, Sebastian 2012-11-14 2012-11-14T13:06:47Z 2012-11-14T13:06:47Z 2012-11-14
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 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

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