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The Geostrategy of Place Branding
Author(s) -
Roulac Stephen E.
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00243.x
Subject(s) - witness , prestige , exploit , realm , product (mathematics) , las vegas , business , identity (music) , skyline , service (business) , advertising , reputation , public relations , marketing , internet privacy , aesthetics , political science , computer science , law , computer security , tourism , art , philosophy , linguistics , geometry , mathematics , data mining
PLACE IS A powerful yet frequently overlooked branding strategy. It can augment the prestige of a product or service. It can help an item stand out from the crowd. It can amplify the emotions that persuade customers to buy. And intriguingly, something doesn't need to be from a place to exploit that venue in its identity—witness the Las Vegas hotel styled after the New York City skyline. Stephen Roulac probes these and other issues in the realm of place branding and comments on this tool's importance in the global digital marketplace.