Online from: 2008
Subject Area: Built Environment
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|Title:||Place branding's role in sustainable development|
|Author(s):||Vishwas Maheshwari, (Leeds Metropolitan University, Leeds, UK), Ian Vandewalle, (Liverpool Hope University, Liverpool, UK), David Bamber, (Liverpool Hope University, Liverpool, UK)|
|Citation:||Vishwas Maheshwari, Ian Vandewalle, David Bamber, (2011) "Place branding's role in sustainable development", Journal of Place Management and Development, Vol. 4 Iss: 2, pp.198 - 213|
|Keywords:||Place branding, Place marketing, Sustainable development, United Kingdom|
|Article type:||Research paper|
|DOI:||10.1108/17538331111153188 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The authors would like to thank Thomas Brandstaetter of the University of Liverpool for acting as an independent assessor for examining coding principles used in this research.|
Purpose – The aim of this research is to examine the place brand construct and to establish its role in the sustainable development of a place. This research reviews the evolution, development and effectiveness of the place branding concept from the perspectives of regeneration, growth and sustainability.
Design/methodology/approach – The main research focus is on establishing key facets responsible for driving the brand of a place and examining the relationship between them in terms of achieving sustainability. A place-specific branding campaign (using the Liverpool '08, European Capital of Culture status) was considered and data collected from the key stakeholders in Liverpool.
Findings – The findings suggest that place branding plays an important role in the sustainable development of a place, provided that the momentum of progress is maintained. In turn, these sustainable developments help promote the place and thereby create stronger place brands.
Research limitations/implications – Whilst some of the facets identified in this study are place-specific (Liverpool is a port, for example), there is much of a generic nature here and the facets identified in this research could provide useful practical constructs for place branding practices and may therefore become the basis of a formal place brand framework which has a more generic application in terms of sustainable development.
Originality/value – This research paper provides better understanding of place branding and further explores its role into sustainable development through relationship framework.
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