In search of the genius IOCI: The essence of a place brand
While there is much contemporary interest from marketing academics in researching the way a place's brand is promoted, and in undertaking investigations into the wider aspects of the attendant concept of place marketing, to date there remains limited investigation into what actually
constitutes the place as a marketable, and therefore consumable, entity. This paper therefore aims to provide a critical review of key issues emerging from the recent literature that have already made some attempt at appropriately conceptualising and theorising place branding in particular
with specific focus on a consideration of what is at the heart of the exchange process of place marketing and branding - the essence of the place brand. This investigation results in an original conceptual model of the Place Brand Essence that also begins to reconcile both the identity conferment
and experiential consumption aspect of the place brand.
Keywords: EXPERIENTIAL CONSUMPTION; NATIONAL IDENTITY; PLACE BRAND ESSENCE MODEL; PLACE BRANDING; PLACE MARKETING
Document Type: Research Article
Publication date: 01 September 2011
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