Cross-Border Place Branding : The Case of Geneva Highlighting Multidimensionality of Places and the Potential Role of Politico-Institutional Aspects

Détails

ID Serval
serval:BIB_1AE21908E89E
Type
Partie de livre
Collection
Publications
Institution
Titre
Cross-Border Place Branding : The Case of Geneva Highlighting Multidimensionality of Places and the Potential Role of Politico-Institutional Aspects
Titre du livre
Inter-Regional Place Branding : Best Practices, Challenges and Solutions
Auteur(s)
Vuignier R.
Editeur
Springer
Lieu d'édition
Cham
ISBN
9783319153285 (Print)
9783319153292 (Online)
Statut éditorial
Publié
Date de publication
2015
Editeur scientifique
Zenker S., Jacobsen B. P.
Pages
63-72
Langue
anglais
Résumé
Place branding is not a new phenomenon. The emphasis placed on place branding has recently become particularly strong and explicit to both practitioners and scholars, in the current context of a growing mobility of capital and people.
On the one hand, there is a need for practitioners to better understand place brands and better implement place branding strategies. In this respect, this domain of study can be currently seen as 'practitioner led', and in this regard many contributions assess specific cases in order to find success factors and best practices for place branding. On the other hand, at a more analytical level, recent studies show the complexity of the concept of place branding and argue that place branding works as a process including various stakeholders, in which culture and identity play a crucial role. In the literature, tourists, companies and residents represent the main target groups of place branding. The issues regarding tourists and companies have been examined since long by place promoters, location branders, economists or other scholars. However, the analysis of residents' role in place branding has been overlooked until recently and represents a new interest for researchers.
The present research aims to further develop the concept of place branding, both theoretically and empirically. First of all, the paper presents a theoretical overview of place branding, from general basic questions (definition of place, brand and place brand) to specific current debates of the literature. Subsequently, the empirical part consists in a case study of the Grand Genève (Great Geneva).
Création de la notice
15/06/2015 11:02
Dernière modification de la notice
20/08/2019 12:51
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