...Davide Maffei; Guenther Botschen; Kurt Promberger; Josef Bernhart Purpose This study aims to address the challenge of evaluating place brand identity implementation over time in dynamic local contexts. Using the case study of the Vision Naturno 2030+, it proposes a conceptual model grounded...

...Songming Feng; Adele Berndt; Mart Ots Purpose Building on Kavaratzis and Hatch’s (2013) identity-based place branding model, this paper aims to explore the spatial and social dimensions of the place brand identity formation process and how residents used social media to participate in the process...

...Viriya Taecharungroj Purpose The purpose of this paper is to use user-generated content (UGC) on social media platforms to infer the possible place brand identities of two famous metropolitan areas in Bangkok, Thailand, namely, Khaosan Road and Yaowarat (Bangkok’s Chinatown), both of which...

...Cecilia Cassinger; Jörgen Eksell Purpose The purpose of this paper is to examine the transition of a place brand identity from a cultural anthropological perspective. More specifically, the paper analyses the ritual features and magical qualities of the development process of a regional brand...

... supported the evolution of the BIDP approach. Findings BIDP is a circular three-phase model starting with the definition of the intended place brand identity, which in Phase 2 becomes translated into concrete touchpoint experiences along the main constituents of the place, and finally materialising...