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Place branding research: A cross-disciplinary agenda and the views of practitioners

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Abstract

After years of separate development, there has recently been a convergence between the academic domains of urban policy, tourism and mainstream branding resulting in the emergence of a new domain of place branding. This convergence has, in part, been assisted by developments in the mainstream branding domain associated with corporate and services brands. At the same time, at least one book and several articles have been published, setting out agendas for future research. However, these might be regarded as deficient in two ways. First, they take no account of the conceptual development of mainstream branding theory, and second they take no account of the views of practitioners. In both these cases, further opportunities for research might be identified. This article addresses these deficiencies by supplementing the recently published research agendas with a thematic review of the mainstream branding and place branding literatures, and field interviews with 25 senior managers in place branding organisations. The identified themes are compared with recently published place branding research agendas and a cross-disciplinary agenda for future research is discussed.

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  1. London Metropolitan University Business School, London Metropolitan University, 277–281 Holloway Road, London, N7 8HN, UK

    Graham Hankinson

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  1. Graham Hankinson
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Correspondence to Graham Hankinson.

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1has held professorial posts at Thames Valley University and the University of Lincoln. His research career has been devoted to the study of brands and their management. For the past 10 years, his research has focused on the branding of places. He now lectures and researches at London Metropolitan University Business School.

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Hankinson, G. Place branding research: A cross-disciplinary agenda and the views of practitioners. Place Brand Public Dipl 6, 300–315 (2010). https://doi.org/10.1057/pb.2010.29

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