Precursors and Outcomes of Place Branding: A Conceptual Framework

Abstract

This paper seeks to develop a conceptual framework on place branding based on the variables reflected in the reviewed literature. A conceptual approach was used in this paper to provide an analytical conceptualization of place branding to guide future empirical studies. The paper discussed the precursors of place branding along with economic development as the outcome variable of place branding. Place branding is said to be distinct from product branding which relies on brand elements. The conceptual framework presented suggested that successful place branding has precursors as well as an outcome. The major precursors for place branding were identified as people, including politicians and residents; the place’s identity and heritage; spatial identity; as well as ambassador networks. Economic development was suggested as the outcome of successful place branding. The paper contributes to the understanding of the relatively new concept of place branding.