What is it about?
Place branding is a complex concept, so for one using it there is need in clear understanding what it means. However, there is a gap between place branding complexity and the way this concept actually used in public administration practice. We have shown that superficial branding policy leads to unsuccessful place brand and probably even to discreditation of branding as a tool of place development. Therefore, one of the ways to increase place branding effectiveness lays in improvement of brand-management by regional administrations. This study reveals in which ways regional administrations could affect place branding effectiveness.
Featured Image
Photo by Avel Chuklanov on Unsplash
Why is it important?
Place branding nowadays is quite popular tool of place development. Ineffective place branding is a simple waste of resources and missed opportunities for place. Therefore there is a need to reveal how regional administrations do ineffective brands and how this can be changed.
Perspectives
We hope this article makes attention to the administrative side of place branding and will allow to prevent common mistakes which policy makers do on it.
Pavel Makarov
Read the Original
This page is a summary of: The role of regional administrations in improving place branding effectiveness, Journal of Place Management and Development, April 2020, Emerald,
DOI: 10.1108/jpmd-06-2019-0045.
You can read the full text:
Contributors
The following have contributed to this page
