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Place branding has enjoyed increased popularity over the past decade as towns,cities,regions and nations have borrowed branding practices from the commercial sector in an attempt to improve their standing.This has seen the concept take on great importance for local,regional and national governments alike with significant amounts of time and money being consumed implementing branding initiatives to achieve greater investment and recognition.The paper is divided into three sections.First,the origins of place branding are presented and this will outline how this has evolved from the 1980 sidea of place marketing into the contemporary place brand.Second,the difficulty in establishing aprecise definition of place branding and identifying the key elements of the concept shall be detailed.Third,it will be explained how some place branding initiatives are beginning to emerge which possess more community driven governance arrangements.
Place branding has enjoyed increased popularity over the past decade as towns, cities, regions and nations have borrowed branding practices from the commercial sector in an attempt to improve their standing. This has seen the concept take take great importance for local, regional and national governments alike with significant amounts of time and money being consumed implementing branding initiatives to achieve greater investment and recognition. The paper is divided into three sections. First, the origins of place branding are presented and this will outline how this has evolved from the 1980 sidea of place marketing into the contemporary place brand .Second, the difficulty in establishing aprecise definition of place branding and identifying the key elements of the concept shall be detailed.Third, it will be explained how some place branding initiatives are beginning to emerge which condition more community driven governance arrangements.