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An assessment of place brand potential: familiarity, favourability and uniqueness

Chung-Shing Chan (Department of Geography and Resource Management, The Chinese University of Hong Kong, Hong Kong)
Mike Peters (Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Innsbruck, Austria)
Lawal M. Marafa (The Chinese University of Hong Kong, Hong Kong)

Journal of Place Management and Development

ISSN: 1753-8335

Article publication date: 10 October 2016

Abstract

Purpose

This paper aims to present an approach by which to assess the potential of branding a particular type of place resource or feature.

Design/methodology/approach

A review was conducted to analyse three key periodicals (Journal of Brand Management, Place Branding and Public Diplomacy and Journal of Place Management and Development) in the field of branding and place branding between 2000 and 2011. These three periodicals are recognized as the three leading periodicals of place branding, and they followed the clear establishment and development of the field of place branding.

Findings

Familiarity, favourability and uniqueness are the three dimensions that give a quick indication of the level of place brand equity, and in turn they represent the level of place brand potential.

Research limitations/implications

In the literature, brand potential is not well conceptualized. This paper identifies this knowledge gap through a review of place branding studies, and it closes the gap by connecting brand potential with place brand equity.

Originality/value

This paper suggests practical and research directions by which to study these three dimensions to generate valuable brands for places.

Keywords

Citation

Chan, C.-S., Peters, M. and Marafa, L.M. (2016), "An assessment of place brand potential: familiarity, favourability and uniqueness", Journal of Place Management and Development, Vol. 9 No. 3, pp. 269-288. https://doi.org/10.1108/JPMD-01-2016-0003

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited