Ahead of a crucial juncture model for managing brands

Abstract

In order to help managers adopt a comprehensive strategy for place brand management, this article builds on previous research into models of place branding-management processes to create a multi-level conceptual model. Place brand assessment, stake holders engagement management, place brand articulation, and brand communications are the identified components for attention and action according to the model. Brand infrastructure linkages include regeneration of infrastructure and brand infrastructure. The model delineates the interplay and causal relationships among these elements, which impact the brand experience; these elements include the brand's architecture and identity. The current models of place branding focus on relationship management, communications, and strategic planning, but none of them provide a holistic view of the branding process, and even fewer have been put to the test. With a foundation in the broader study on branding and place branding concepts and processes, this article presents an integrative model that expands upon and incorporates these previous models.