Table 1. Overview of the three... | Emerald Publishing

Table 1.

Overview of the three approaches to place brands

	Symbol	Cognitive associations	Embodied experience
Definition	A symbolic construct that consists of a name, term, sign, symbol or design, or a combination of these, intended to identify the place and differentiate it from others by adding meaning to the place” (Eshuis and Klijn, 2017:19)	network of associations in peoples’ minds, existing in the minds of place stakeholders and target groups (Zenker et al., 2017).	Marketing systems that consist of multi-sensory and embodied experiences of a place by stakeholders and target groups, reflected in both planned and emerging meanings, place users’ behaviours and in how places are valued by users (this paper)
Keywords	Slogan, logo, advertisement	Cognition, association	Experience, emotion
Brand identity resides in:	Marketing symbols	Individuals’ minds	Material and non-material elements in the placescape
Brand creators are:	Brand manager	Brand managers, stakeholders and target groups	Brand consumers and brand producers including local community, visitors and other stakeholders
Example references	Eshuis and Klijn, 2017; Eshuis and Edwards, 2013	Zenker et al., 2017; Aitken and Campelo, 2011	Medway, 2015; Zha et al., 2022; Steadman et al., 2021.

	Symbol	Cognitive associations	Embodied experience
Definition	A symbolic construct that consists of a name, term, sign, symbol or design, or a combination of these, intended to identify the place and differentiate it from others by adding meaning to the place” (Eshuis and Klijn, 2017:19)	network of associations in peoples’ minds, existing in the minds of place stakeholders and target groups (Zenker et al., 2017).	Marketing systems that consist of multi-sensory and embodied experiences of a place by stakeholders and target groups, reflected in both planned and emerging meanings, place users’ behaviours and in how places are valued by users (this paper)
Keywords	Slogan, logo, advertisement	Cognition, association	Experience, emotion
Brand identity resides in:	Marketing symbols	Individuals’ minds	Material and non-material elements in the placescape
Brand creators are:	Brand manager	Brand managers, stakeholders and target groups	Brand consumers and brand producers including local community, visitors and other stakeholders
Example references	Eshuis and Klijn, 2017; Eshuis and Edwards, 2013	Zenker et al., 2017; Aitken and Campelo, 2011	Medway, 2015; Zha et al., 2022; Steadman et al., 2021.

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