Mihalis Kavaratzis Gary Warnaby

Gregory J. Ashworth
Editors

Rethinking Place Branding

Comprehensive Brand Development

for Cities and Regions

^ Springer

Contents

The Need to Rethink Place Branding

Gregory J. Ashworth, Mihalis Kavaratzis and Gary Warnaby

Rethinking the Place Branding Construct

Graham Hankinson

Rethinking the Place Product from the Perspective

of the Service-Dominant Logic of Marketing
Gary Warnaby and Dominic Medway

1
13

33

Rethinking Sense of Place: Sense of One and Sense of Many ....

Adriana Campelo

51

Rethinking Place Identities

Greg Kerr and Jessica Oliver

61

Rethinking Virtual and Online Place Branding

Robert Covers

73

Rethinking Strategie Place Branding in the Digital Age

Sonya Azad Hanna and Jennifer Rowley

85

Rethinking Place Branding from a Practice Perspective:

Working with Stakeholders
Julian Stubbs and Gary Warnaby

Rethinking the Roles of Culture in Place Branding

Gregory J. Ashworth and Mihalis Kavaratzis

101
119

vii

viii
10

Contents
Rethinking Place Branding and Place Making Through
Creative and Cultural Quarters
Graeme Evans

11 Rethinking Place Brand Communication:

From Product-Oriented Monologue
to Consumer-Engaging Dialogue
Anette Therkelsen
12

Rethinking the Visual Communication of the Place Brand:

A Contemporary Role for Chorography?
Gary Warnaby

135

159

175

13 Rethinking Place Branding and the 'Other' Senses

Dominic Medway

191

14

211

Rethinking the Measurement of Place Brands

Sebastian Zenker and Erik Braun

15 Rethinking Brand EquityPossibilities and Challenges

of Application to Places
Magdalena Florek
16 Sketching Futures for Place Branding
Gary Warnaby, Gregory J. Ashworth and Mihalis Kavaratzis

225
241