Who really creates the place brand?

Easter in Corfu

by Dr. Heather Skinner

Skinner, H. (2018) ‘Who really creates the place brand? Considering the role of user generated content in creating and communicating a place identity’

Communication & Society, 31(4), pp. 9-24.

Some definitions the key concepts of Place Marketing and Place Branding are still unclear, and these concepts are still conceptualised variously in the extant literature as shown below:

1:         Place Marketing and Place Branding as separate and distinct constructs

2:         Place Marketing is part of Place Branding

3:         Place Branding is part of Place Marketing

4:         Place Marketing and Place Branding are separate constructs but can overlap

5:         Place Marketing = Place Branding

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