Towards a theoretical framework on sensorial place brand identity

Abstract

Purpose

The purpose of this paper is to propose a new framework on sensorial place brand identity.

Design/methodology/approach

This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity.

Findings

By relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image.

Originality/value

This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.

Citation

Rodrigues, C., Skinner, H., Dennis, C. and Melewar, T.C. (2020), "Towards a theoretical framework on sensorial place brand identity", Journal of Place Management and Development, Vol. 13 No. 3, pp. 273-295. https://doi.org/10.1108/JPMD-11-2018-0087