Northampton Electronic Collection of Theses and Research

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

Bisani, S. (2019) Branding Northamptonshire - Whose job is it anyway? : Exploring the Role of Stakeholders in Region Branding. In: 6th Corfu Symposium on Managing & Marketing Places 6th-9th May 2019 : Proceedings. pp. 137-141.

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Bisani_Shalini_2020_Branding_Northamptonshire_Whose_job_is_it_anyway_Exploring_the_Role_of_Stakeholders_in ... (87kB)

Item Type:	Book Section
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).
Uncontrolled Keywords:	Branding, Northamptonshire, Marketing, Stakeholders, Region branding
Creators:	Bisani, Shalini
Date:	10 May 2019
Date Type:	Publication
Page Range:	pp. 137-141
Title of Book:	6th Corfu Symposium on Managing & Marketing Places 6th-9th May 2019 : Proceedings
Event Title:	6th Corfu Symposium on Managing and Marketing Places
Event Dates:	2019-05-06 - 2020-05-09
Place of Publication:	GRC
Event Location:	Corfu
Number of Pages:	5
Language:	English
ISBN:	9781999845957
Status:	Published / Disseminated
Refereed:	Yes
Related URLs:	https://www.placemanagement.org/media/14... https://pure.northampton.ac.uk/en/public...
URI:	http://nectar.northampton.ac.uk/id/eprint/14895

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