The paper contributes to the developing knowledge of place branding and highlights the importance of place branding strategies, that enabling the place to seek continual development and prosperity. The theoretical concepts of place brand creators, influencers and key driving forces, together with the different brand user groups are set against both current and historic indicators of place branding to model the pulling power of place branding. Interviews with key stakeholders indicate that, in the case of the Liverpool ’08 campaign, they are generally positive about the re-branding campaign and considered it to be creating a positive image that will continue to drive inward investment and increase tourism. However, it is clear that reputation and intangible factors are more important than functional and tangible factors when creating a positive brand image. Understanding place brands and the influence on the performance of the place, in terms of continuous development, regeneration and sustainability is important. Future comparative-case analyses between places that have gone through regeneration and repositioning could help to understand the significance of place branding, in terms of sustainability of place, and identify the specific facets of a place that could prove critical when putting place branding practices into action.
CORE (COnnecting REpositories)
CORE (COnnecting REpositories)