Titlebook: Rethinking Place Branding; Comprehensive Brand Mihalis Kavaratzis,Gary Warnaby,Gregory J. Ashwort Book 2015 Springer International Publish

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Rethinking Virtual and Online Place Branding,hat the future might look like. The discussion is interspersed with case studies such as Queensland’s Best Job in the World campaign, the @Sweden Twitter rotation account, the Province of Limburg, Netherlands, and social media analysis on Dubai, Abu Dhabi and Qatar. It is concluded that because of t

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Rethinking the Roles of Culture in Place Branding,he understanding of culture is inadequate and leads to disconnection between local culture and the place brand instead of synergy. A critical evaluation of the methods commonly used reveals that culture is misinterpreted and oversimplified. The article discusses significant tensions relating to the

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Rethinking Place Branding and Place Making Through Creative and Cultural Quarters, in place making and branding is only recently being discovered. Essentially production based, they also tend to locate in industrial areas of cities which are also the subject of regeneration and transformation. As cities seek to widen their brand offer and diversify the range of destinations to a

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Rethinking Place Brand Communication: From Product-Oriented Monologue to Consumer-Engaging Dialoguesed campaigns. This is further developed by looking at place branding from a performative perspective that centres on co-creation through active consumer involvement in event activities. Place consumers are identified as both external markets i.e. international tourists, and internal markets i.e. lo

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Rethinking the Visual Communication of the Place Brand: A Contemporary Role for Chorography?,y investigating how the city of Liverpool in the north-west of England is represented visually in promotional material of three agencies with some responsibility for its marketing. A number of visual representations of the city that can be classified as chorographic are analysed. This analysis highl

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Rethinking the Measurement of Place Brands,ative descriptions of certain place brands, rather than a precise measurement. Thus, this chapter aims to identify and discuss measurement approaches that could prove useful in place branding. Therefore, we will define the brand and examine various options regarding what to measure in place branding