This paper develops a conceptual model of the place brand which goes beyond the
conceptualisations currently to be found in the literature and, it is argued,
reflects more closely the reality faced by those who market places as
destinations. The paper begins with an analysis of the classical branding
literature and a review of the emerging literature associated with the
relational exchange and the network marketing paradigms. Four streams of thought
are identified as regards the nature of brands. These include the brand as a
communicator, the brand as a perceptual entity or image, the brand as a value
enhancer and the brand as a relationship. A review of the place marketing
literature suggests that the focus to date has been on brands as perceptual
entities or images. The paper argues that such conceptualisations seriously
limit the development of place brands in general and destination brands in
particular. A model of the place brand is presented based upon the concept of a
brand as a relationship with consumers and other stakeholders, focusing on
behaviours rather than communications and reality rather than image. The
practical implications of this approach are discussed.
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and
Voogt, H.
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Morgan, N.
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Cowking, P.
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