Place Marketing and Branding - Symbols and Representations

Taking a multi-disciplinary perspective, this book analyses how places are represented in marketing and branding activities. In an increasingly competitive global contest to attract business investment, residents, and tourist visitors, the authors offer a critical evaluation of the different approaches adopted to represent places at various spatial scales. The book identifies consequent issues relating to the control, consistency, and clarity of place representation by synthesising the potential scope and breadth of such activities in a detailed and accessible way. Using a variety of case studies, Dominic Medway and Gary Warnaby consider the different symbolic forms which can be used for place representation including the toponym (i.e., the place name), flag, map, and icon. From a more managerial perspective they also discuss how places are represented via logos, experience, and the use of immersive technologies. Forward looking, Place Marketing and Brandingexamines current applications of emerging technologies and how these will be used in the future. This insightful book is an excellent resource for academics and researchers in a variety of fields including business and management, marketing, geography, urban studies and tourism, and place management. Practitioners in branding agencies, local public administration, and economic development will also find this book's content informative and instructive.