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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