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What is Defining Place Branding: Three Approaches about?
This paper provides a conceptual overview of place branding by identifying three main approaches: symbolic constructs, cognitive associations, and multi-sensory embodied experiences. It offers a new definition of place brands as dynamic marketing systems that invite multi-sensory experiences and discusses the implications for brand management within these approaches. The study aims to enhance understanding and clarity in the literature on place branding, addressing gaps in existing research.
- Author
- kyemenuedward
- Language
- EN