ABSTRACT
Authors: Martin BOISEN, TERLOUW, K., GROOTE, P., & COUWENBERG, O. (2018), Cities, 80, 4-11.
The literature and practice of territory promotion, territorial marketing and territorial brands lack a common understanding of what these three concepts mean and what kind of policies can implement them.
Although academics have provided several theoretical frameworks and definitions, researchers and practitioners (consultants, civil servants, public and private actors, and politicians) often use them as synonyms. This article argues that recent developments in theory and practice offer an opportunity to remedy this conceptual confusion. In the academic debate, a common understanding is slowly emerging and, in practice, a more integrated approach is gaining ground.
To contribute to these advances, the authors outline a framework for distinguishing between place branding, place marketing and branding, along with a discussion of why they believe these differences are (or should be) important to practitioners.
Illustration: BOISEN & al., 2018 - Fig. 3. Organisational aspects of place promotion, place marketing, and place branding.
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