Abstract
The concepts of sense of place have been explored in the discipline of Geography since the late 19th and early 20th centuries (e.g. Friedrich Ratzel, Paul Vidal de La Blache) but it remains new in marketing management. Little research has been done in terms of understanding sense of place and its application to place branding within marketing. This chapter is based on an ethnographic research (Campelo et al. 2013) that investigates communal understanding of sense of place: the influential elements and how they are created and experienced by the local community. This chapter discusses the fundamental constructs that create a sense of place and how each one of the constructs of Time, Ancestry, Landscape and Community contributes to a communal habitus. It is advocated that understanding the sense of place is important in attempting to develop brands for places. The uniqueness of each place is its sense of place. Therefore, it is important to understand the meanings and signifiers that create the uniqueness of each place. A distinct form of place branding needs to include the local community, its habitus and its sense of place.
A sense of one’s place but also a sense of the place of others.
—(Bourdieu 1989, p. 19)
We are shaped by the heritage and the island conditions;
Shaped by the people and the landscape.
—(Chatham Islander)
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Campelo, A. (2015). Rethinking Sense of Place: Sense of One and Sense of Many. In: Kavaratzis, M., Warnaby, G., Ashworth, G. (eds) Rethinking Place Branding. Springer, Cham. https://doi.org/10.1007/978-3-319-12424-7_4
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