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Rethinking Strategic Place Branding in the Digital Age

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Rethinking Place Branding

Abstract

It is important that a coherent and strategic approach is adopted to place branding, and, in particular, that this approach is multi-channel and embraces digital place branding. This chapter commences with a review of the nature of strategic place brand management, and identifies the key components of the process, as a basis for reflecting on how managing a significant digital presence might impact on future models of strategic place brand management. Next, the 7 C’s of digital strategic place brand management are proposed: channels, clutter, community, chatter, communication, co-creation, and co-branding. Finally, these 7 C’s are matched to the components of the strategic place brand management process.

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Author information

Authors and Affiliations

  1. Bangor Business School, Bangor University, Bangor, LL57 2DG, UK

    Sonya Azad Hanna

  2. Department of Languages, Information and Communications, Manchester Metropolitan University, Manchester, M15 6BH, UK

    Jennifer Rowley

Authors
  1. Sonya Azad Hanna
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  2. Jennifer Rowley
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Correspondence to Jennifer Rowley .

Editor information

Editors and Affiliations

  1. School of Management, University of Leicester, Leicester, United Kingdom

    Mihalis Kavaratzis

  2. School of Materials, The University of Manchester, Manchester, United Kingdom

    Gary Warnaby

  3. Faculty of Spatial Sciences, University of Groningen, Groningen, The Netherlands

    Gregory J. Ashworth

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Hanna, S.A., Rowley, J. (2015). Rethinking Strategic Place Branding in the Digital Age. In: Kavaratzis, M., Warnaby, G., Ashworth, G. (eds) Rethinking Place Branding. Springer, Cham. https://doi.org/10.1007/978-3-319-12424-7_7

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