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Article
Publication date: 9 March 2015

Dominic Medway, Kathryn Swanson, Lisa Delpy Neirotti, Cecilia Pasquinelli and Sebastian Zenker

The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer…

Abstract

Purpose

The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer Marketing Educators’ conference in 2014.

Design/methodology/approach

The report details the outcome of an Oxford-style debate with two opposing teams of two persons – one team supporting and one team opposing the motion. The opening speaker of each team had 10 minutes to put their case across, and the closing speaker had 8 minutes. Teams took to the stand alternately, matching up against each other’s arguments.

Findings

The outcome of the debate points towards a need for place brands to develop as more inclusive and organic entities, in which case it may be best for place practitioners to avoid creating and imposing a place brand and instead help shape it from the views of stakeholder constituencies. This shifts the notion of place branding towards an activity centred on “curation”.

Originality/value

The use of a competitive debating format as a means for exploring academic ideas and concepts in the place management field.

Details

Journal of Place Management and Development, vol. 8 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

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Article
Publication date: 9 March 2015

Cathy Parker, Simon Quin and Gareth Roberts

Abstract

Details

Journal of Place Management and Development, vol. 8 no. 1
Type: Research Article
ISSN: 1753-8335

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