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

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,Rethinking Brand Equity—Possibilities and Challenges of Application to Places,ropriate approach to evaluate the results of the brand strategy employed for places. The fundamental premise behind consumer-oriented brand equity is the fact that a brand’s power lies in the consumers’ awareness, their knowledge of the brand and brand experience. In the case of place marketing, its

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Sketching Futures for Place Branding,dvancing the theory and practice of place branding. Going through the individual contribution of each chapter and the answers that the book as a whole has provided to these fundamental questions, the chapter discusses the significance of place brands, their components, the agents that construct them

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,Rethinking Place Branding and the ‘Other’ Senses, or two other senses. It is argued that a more holistic approach is required, with place marketing practitioners aiming to stimulate all five senses when they embark on place branding activity. This is likely to deliver a more enriching experience for the recipient of place branding effort and, ultimately, the place consumer.

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Rethinking Place Branding and Place Making Through Creative and Cultural Quarters,heir value as a place brand in areas of the city which have not traditionally been considered a destination. How far policy and planning can support and protect these post/new industrial quarters is also discussed, including the concomitant risks of gentrification and commodification that branding can infer.

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Rethinking the Measurement of Place Brands,dized questionnaires; and with mixed methods that combine qualitative research with quantitative methods. Two mixed methods, namely the network analysis and the advanced brand concept map method, are explained in more detail. In conclusion, we also outline current and future challenges in measuring place brands and their outcomes.

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,Rethinking Brand Equity—Possibilities and Challenges of Application to Places,results (and possibly the sources) change over time. The sources indicate the components of brand equity while the evaluation of brand equity reflects the mode in which brands actually provide consumers with value added.