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What separates place branding from destination branding and place marketing despite their common points?
Journal of Brand Strategy,
11
(3),
263-272
(2023)
Abstract
This paper addresses two confusing concepts in place branding literature: destination branding and place marketing, which have so far been confused with place branding by some authors and researchers as well as by practitioners, professionals and local officials. These terms, which are closely linked to the promotion of places, their identity, image and reputation, are often considered synonymous and used interchangeably. The paper aims, primarily, to clarify this confusion in order to understand and clearly distinguish each concept and then to determine their similarities and note their differences.
Keywords: place branding; destination branding; place marketing; branding research
The full article is available to subscribers to the journal.
Author's Biography
Mohamed Berrada is a huge brand and marketing enthusiast. He is currently a professor and researcher at the Private University of Marrakech (UPM) in Morocco. His thesis focused on place branding and its role in place development and attractiveness. His research mainly concerns the same field and other new marketing trends such as experiential marketing and influencer marketing. Professor Berrada is an occasional consultant in branding and marketing strategies for small and medium enterprises and very small enterprises in Morocco. Before embarking on his doctoral studies, at Lumière University Lyon 2, he worked for three years at Attijariwafa Bank, a leading banking group in Morocco and Africa, as a key account manager, a position that enabled him to improve his skills in the field of sales and customer relationship management.
