The E-branding of Places

Abstract

In our book Place Branding (2009), we argue that successful place branding requires the bridging of three gaps. First, the strategy gap – that is, the projected place image (sponsored and mediated marketing communications) and product offering that need to be aligned with the place identity. If they are not, the place brand is at risk of being contrived as spin and marketing gibberish. Second, a place brand satisfaction gap, building realistic market expectations – promises that can be delivered. This is being complicated by the fact that perceived images are significantly impacted by media reporting, word of mouth and mouse (Web 2.0), as well as the cultural, social and individual background of the receiver. Third, the place brand performance gap, which requires the promised place experience to be delivered – in this sense, actions speak louder than words.