Disturbance and Complexity in Urban Places

Elkington, Sam

doi:10.1057/9781137428530.0006

Cited by 1 publication

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“…Using the ATLAS wheel, place brand managers can keep searching for the place brand, can keep following the elusive brand, and can keep influencing its ongoing formation. Our conceptualization goes against a static view of place brands that seems to be trapped in what Ingold (1993) terms a “logic of inversion”: “a way of conceiving place that turns the pathways along which life is lived into boundaries within which it is enclosed” (Elkington 2015, p. 28). In this “inverted logic,” the place brand attempts to delineate the place experience; it is offered as ready-set boundaries within which the place/destination experience might be enclosed.…”

Section: Implications and Conclusionmentioning

confidence: 99%

The Elusive Destination Brand and the ATLAS Wheel of Place Brand Management

Kavaratzis

Hatch

2019

Journal of Travel Research

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This conceptual article reconsiders the formation of destination and place brands. It proposes that brands initiate people’s meaning making over the place directly involving them in the branding process. Using a combination of process-based approaches to brands and places, the article substantiates the argument that the place brand’s quintessence lies in the constant alterations it causes to the meaning of the place as stakeholders interact, thereby keeping the brand active and in constant formation. The distinction between conceived, perceived, and lived dimensions of a place brand is used to conceptualize the brand as open-ended, allowing for different interpretations to occur and different meanings to develop. This makes the brand rather elusive. The article accounts for the implications of the elusiveness of place brands for place brand management and proposes the ATLAS wheel of place brand management as a tool to follow and influence the place brand in its on-going formation.

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Section: Implications and Conclusionmentioning

confidence: 99%