Abstract
This chapter considers the role of stakeholders in the development of place branding, arguing that understanding who they are and the nature of their opinions about the place in question should be key determinants of any place branding strategy. After briefly considering the issue of who ‘owns’ the place brand, the chapter discusses the concept of stakeholding more generally. Using case examples from the first author’s place branding practice over many years, the range of potential place stakeholders that may exist are identified (including residents, politicians, governmental organisations, promotional agencies, infrastructure and transport providers, cultural and sports organisations, business, academic organisations and schools, and religious organisations). The chapter then discusses key issues relating to the process(es) involved in getting stakeholder commitment to place branding activities, including issues such as stakeholder workshops, shared vision and positioning, developing close relationships and having an internal brand engagement plan.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Anheier HK (2000) Managing non-profit organisations: towards a new approach. Civil society working paper 1, London School of Economics. http://www.lse.ac.uk/collections/CCS/pdf/cswp1.pdf. Accessed 21 July 2008
Ashworth GJ (2009) The instruments of place branding: how is it done? Euro Spat Res Policy 16(1):9–22
Augé M (1995) Non-places: an introduction to supermodernity. Verso, London
Baines P, Fill C, Page K (2011) Marketing, 2nd edn. Oxford University Press, Oxford
Barke M, Harrop K (1994) Selling the industrial town: identity, image and illusion. In: Gold JR, Ward SV (eds) Place promotion: the use of publicity and marketing to sell towns and regions. Wiley, Chichester, pp 93–114
Bassett K (1996) Partnerships, business elites and urban politics: new forms of governance in an English city? Urban Stud 33(3):539–555
Braun E, Zenker S (2012) I am the city—thus I own the brand! The problem of ownership in place branding. Paper presented at special session on rethinking place marketing: the necessity of marketing to citizens, European Marketing Academy Conference, Lisbon, May
Braun E, Kavaratzis M, Zenker S (2013) My city—my brand: the role of residents in place branding. J Place Manage Dev 6(1):18–28
Bruce I (1995) Do not-for-profits value their customers and their needs? Int Mark Rev 12(4):77–84
Burgess J (1982) Selling places: environmental images for the executive. Reg Stud 16(1):1–17
Charles D (2003) Universities and territorial development: reshaping the regional role of UK universities. Local Econ 18(1):7–20
Charles D (2006) Universities as key knowledge infrastructures in regional innovation systems. Innovation 19(1):117–130
Clarkson MBE (1995) A stakeholder framework for analysing and evaluating corporate social performance. Acad Manag Rev 20(1):92–117
Clegg SR, Kornberger M (2010) An organizational perspective on space and place branding. In: Go FM, Govers R (eds) International place branding yearbook 2001: place branding in the new age of innovation. Palgrave Macmillan, Houndmills, pp 3–11
Cresswell T (2004) Place: a short introduction. Blackwell Publishing, Oxford
Dartington T (1996) Leadership and management: oedipal struggles. Leadersh Organ Dev J 17(6):12–16
Eisenschitz A (2010) Place marketing as politics: the limits of neoliberalism. In: Go FM, Govers F (eds) International place branding yearbook 2001: place branding in the new age of innovation. Palgrave Macmillan, Houndmills, pp 21–30
Florida R (2002) The rise of the creative class … and how it’s transforming work, leisure, community and everyday life. Basic Books, New York
Freeman E (1984) Strategic management: a stakeholder approach. Pitman, Boston
Gallup (2004) Religion in Europe: trust not filling the pews. http://www.gallup.com/poll/13117/Religion-Europe-Trust-Filling-Pews.aspx. Accessed 26 Mar 2014
Gallup (2013) In U.S., four in 10 report attending church in last week. http://www.gallup.com/poll/166613/four-report-attending-church-last-week.aspx. Accessed 26 Mar 2014
Garcia B (2004a) Cultural policy and urban regeneration in Western European cities: lessons from experience, prospects for the future. Local Econ 19(4):312–326
Garcia B (2004b) Urban regeneration, arts programming and major events: Glasgow 1990, Sydney, 2000 and Barcelona, 2004. Int J Cult Policy 10(1):103–118
Getz D (1993) Planning for tourism business districts. Ann Tourism Res 20:583–600
Harvey D (1987) Flexible accumulation through urbanisation: reflections on postmodernism in the American city. Antipode 19(3):260–286
Hernandez B, Hidalgo MC, Salazar-Laplace ME, Hess S (2007) Place attachment and place identity in natives and non-natives. J Environ Psychol 27:310–319
Hildago MC, Hernandez B (2001) Place attachment: conceptual and empirical questions. J Environ Psychol 21:273–281
Holcomb B (1994) City make-overs: marketing the post-industrial city. In: Gold JR, Ward SV (eds) Place promotion: the use of publicity and marketing to sell towns and regions. Wiley, Chichester, pp 115–132
Houghton JP, Stevens A (2011) City branding and stakeholder engagement. In: Dinnie K (ed) City branding: theory and cases. Palgrave Macmillan, Basingstoke, pp 45–53
Iverson NM, Hem LE (2008) Provenance associations as core values of place umbrella brands: a framework of characteristics. Eur J Mark 42(5/6):603–626
Jansen-Verbeke M (1986) Inner-city tourism: resources, tourists and promoters. Ann Tourism Res 13:79–100
Jones P (2011) The sociology of architecture: constructing identities. Liverpool University Press, Liverpool
Kavaratzis M (2012) Participatory place brands: stakeholders in the foreground. Paper presented at special session on rethinking place marketing: the necessity of marketing to citizens, European Marketing Academy Conference, Lisbon, May
Kavaratzis M, Ashworth G (2008) Place marketing; how did we get here and where are we going? J Place Manage Dev 1(2):150–165
Kotler P, Asplund C, Rein I, Haider D (1999) Marketing places Europe: attracting investments, industries, and visitors to European cities, communities, regions and nations. Financial Times Prentice Hall, Harlow
Landry C (2000) The creative city: a toolkit for urban innovators. Comedia/Earthscan, London
Macedo IM, Pinho JC (2006) The relationship between resource dependence and market orientation: the specific case of non-profit organisations. Eur J Mark 40(5/6):533–553
Mitchell RK, Agle BR, Wood DJ (1997) Toward a theory of stakeholder identification and salience: defining the principle of who and what really counts. Acad Manage Rev 22(4):853–886
Peck J (1995) Moving and shaking: business elites, state localism and urban privatism. Prog Hum Geogr 19(1):16–46
Peck J, Tickell A (1994) Too many partners … the future for regeneration partnerships. Local Econ 9:251–265
Podnar K, Jancic Z (2006) Towards a categorisation of stakeholder groups: an empirical verification of a three-level model. J Mark Commun 12(4):297–308
Porter ME (1998) Clusters and competition: new agendas for companies, governments and institutions. In: Porter ME (ed) On competition. Harvard Business School Press, Boston, pp 197–287
Richards G, Wilson J (2004) The impact of cultural events on city image: Rotterdam, cultural capital of Europe 2001. Urban Stud 41(10):1931–1951
Sadler D (1993) Place marketing, competitive places and the construction of hegemony in Britain in the 1980s. In: Kearns G, Philo C (eds) Selling places: the city as cultural capital past and present. Pergamon Press, Oxford, pp 175–192
Savage GT, Nix TW, Whitehead CJ, Blair JD (1991) Strategies for assessing and managing organisational stakeholders. Acad Manage Exec 5(2):51–75
Short JR (1999) Urban imagineers: boosterism and the representation of cities. In: Jonas AEG, Wilson D (eds) The urban growth machine: critical perspectives two decades later. State University of New York Press, Albany, pp 37–54
Short JR, Kim Y-H (1999) Globalisation and the city. Longman, Harlow
Sjøholt P (1999) Culture as a strategic development device: the role of ‘European Cities of Culture’ with specific reference to Bergen. Euro Urban Reg Stud 6(4):339–347
Strong KC, Ringer RC, Taylor SA (2001) THE* rules of stakeholder satisfaction (*timeliness, honesty, empathy). J Bus Ethics 32(3):219–230
Van den Berg L, Braun E (1999) Urban competitiveness, marketing and the need for organising capacity. Urban Stud 36(5–6):987–999
Waitt G (1999) Playing games with Sydney: marketing Sydney for the 2000 Olympics. Urban Stud 36(7):1055–1077
Ward SV (1998) Selling places: the marketing and promotion of towns and cities 1850–2000. E. & F.N. Spon, London
Ward SV (2010) Promoting the Olympic city. In: Gold JR, Gold MM (eds) Olympic cities: city agendas, planning and the world’s games. Routledge, London, pp 1896–2016
Warnaby G (2009) Towards a service-dominant place marketing logic. Mark Theory 9(4):403–423
Warnaby G, Bennison D, Davies BJ, Hughes H (2002) Marketing UK towns and cities as shopping destinations. J Mark Manage 18(9/10):877–904
Young C, Lever J (1997) Place promotion, economic location and consumption of the city image. Tijdschrift voor Economische en Sociale Geografie 88(4):332–341
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Stubbs, J., Warnaby, G. (2015). Rethinking Place Branding from a Practice Perspective: Working with Stakeholders. In: Kavaratzis, M., Warnaby, G., Ashworth, G. (eds) Rethinking Place Branding. Springer, Cham. https://doi.org/10.1007/978-3-319-12424-7_8
Download citation
DOI: https://doi.org/10.1007/978-3-319-12424-7_8
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-12423-0
Online ISBN: 978-3-319-12424-7
eBook Packages: Business and EconomicsBusiness and Management (R0)