Branding Northamptonshire - Whose job is it anyway?: Exploring the Role of Stakeholders in Region Branding

Shalini Bisani

Branding Northamptonshire - Whose job is it anyway? Exploring the Role of Stakeholders in Region Branding

Shalini Bisani

Graduate School

Research output: Contribution to Book/Report › Conference Contribution › peer-review

Abstract

Differentiated place branding based on geographical scales such as city, region and nation is regarded as an integral part of theory building in the field. However, ‘regions’ are the least explored scale in place branding, in comparison with city and nation, even though regions are important in the context of development (Herstein, 2012). In the age of city-centric development, the mesoscale can enable towns, villages and hinterlands to gain a competitive advantage by pooling resources for the betterment of the whole region (Turok, 2004). The existing literature on region branding suggests that – management of local place brands and stakeholders in the region – are the two key aspects of ‘region brand management’ (Hanna and Rowley, 2015; Ikuta et al., 2007).

Original language	English
Title of host publication	6th Corfu Symposium on Managing & Marketing Places 6th-9th May 2019
Subtitle of host publication	Proceedings
Pages	137-141
Number of pages	5
Publication status	Published - 10 May 2019
Event	6th Corfu Symposium on Managing and Marketing Places - Corfu, Greece Duration: 6 May 2019 → 9 May 2020 https://www.placemanagement.org/special-interest-groups/visiting-places/corfu-symposium/corfu-symposium-programme/

Conference

Conference	6th Corfu Symposium on Managing and Marketing Places
Country/Territory	Greece
Period	6/05/19 → 9/05/20
Internet address	https://www.placemanagement.org/special-interest-groups/visiting-places/corfu-symposium/corfu-symposium-programme/

Keywords

Branding
Northamptonshire
Marketing
Stakeholders
Region branding

Access to Document

Bisani_Shalini_2020_Branding_Northamptonshire_Whose_job_is_it_anyway_Exploring_the_Role_of_Stakeholders_in_Region_BrandingAccepted author manuscript, 85.6 KBLicence: Unspecified

https://www.placemanagement.org/media/145185/Final-Proceedings.pdf

Cite this

@inproceedings{052ae24f15254904af39394570db8aac,

title = "Branding Northamptonshire - Whose job is it anyway?: Exploring the Role of Stakeholders in Region Branding",

abstract = "Differentiated place branding based on geographical scales such as city, region and nation is regarded as an integral part of theory building in the field. However, {\textquoteleft}regions{\textquoteright} are the least explored scale in place branding, in comparison with city and nation, even though regions are important in the context of development (Herstein, 2012). In the age of city-centric development, the mesoscale can enable towns, villages and hinterlands to gain a competitive advantage by pooling resources for the betterment of the whole region (Turok, 2004). The existing literature on region branding suggests that – management of local place brands and stakeholders in the region – are the two key aspects of {\textquoteleft}region brand management{\textquoteright} (Hanna and Rowley, 2015; Ikuta et al., 2007).",

keywords = "Branding, Northamptonshire, Marketing, Stakeholders, Region branding",

author = "Shalini Bisani",

year = "2019",

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day = "10",

language = "English",

isbn = "9781999845957",

pages = "137--141",

booktitle = "6th Corfu Symposium on Managing & Marketing Places 6th-9th May 2019",

note = "6th Corfu Symposium on Managing and Marketing Places ; Conference date: 06-05-2019 Through 09-05-2020",

url = "https://www.placemanagement.org/special-interest-groups/visiting-places/corfu-symposium/corfu-symposium-programme/",

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N2 - Differentiated place branding based on geographical scales such as city, region and nation is regarded as an integral part of theory building in the field. However, ‘regions’ are the least explored scale in place branding, in comparison with city and nation, even though regions are important in the context of development (Herstein, 2012). In the age of city-centric development, the mesoscale can enable towns, villages and hinterlands to gain a competitive advantage by pooling resources for the betterment of the whole region (Turok, 2004). The existing literature on region branding suggests that – management of local place brands and stakeholders in the region – are the two key aspects of ‘region brand management’ (Hanna and Rowley, 2015; Ikuta et al., 2007).

AB - Differentiated place branding based on geographical scales such as city, region and nation is regarded as an integral part of theory building in the field. However, ‘regions’ are the least explored scale in place branding, in comparison with city and nation, even though regions are important in the context of development (Herstein, 2012). In the age of city-centric development, the mesoscale can enable towns, villages and hinterlands to gain a competitive advantage by pooling resources for the betterment of the whole region (Turok, 2004). The existing literature on region branding suggests that – management of local place brands and stakeholders in the region – are the two key aspects of ‘region brand management’ (Hanna and Rowley, 2015; Ikuta et al., 2007).

KW - Branding

KW - Northamptonshire

KW - Marketing

KW - Stakeholders

KW - Region branding

M3 - Conference Contribution

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BT - 6th Corfu Symposium on Managing & Marketing Places 6th-9th May 2019

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