The growing body of literature on city branding and place marketing reveals a complex field in which cities function both as subjects and objects of branding. They are framed through logos, slogans, campaigns, and policy narratives—yet at the same time, they are lived spaces influenced by multiple stakeholders and layered identities (Lucarelli & Berg, 2011; Zenker & Braun, 2017). Branding is not only about goods and services; organizations and cities can be promoted similarly (De Chernatony and McDonald, 1992:3) . This review of the city branding literature aims to assist tourism researchers and those conducting studies in this area. City branding is a centuries-old practice (Goodwin, 1993; Papadopoulos, 2004; Kavaratzis and Ashworth, 2005; Ashworth, 2009, p. 10) and today has global relevance in promoting the theory and practice of urban branding for multiple purposes, including tourism, economic development, and international relations (Dinnie, 2011b; Lucarelli & Berg, 2011; Oguztimur & Akturan, 2015; Kavaratzis et al., 2015b). The analysis of the phenomenon is based on the literature available regarding city brand strategies and techniques, and on the evolution of the concept of city as a competitive actor in the global panorama. Significantly in recent years, it remains theoretically fragmented. In particular, the conceptual boundaries between these two fields are often blurred or used interchangeably, leading to inconsistencies in both analytical frameworks and empirical applications. This paper aims to define and critically examine the gap between city branding and place branding, especially in light of their respective roles in sustainable marketing strategies. The present study is intended as a preliminary investigation, laying the theoretical groundwork for a subsequent case study. By identifying the key divergences and overlaps in the literature, this review provides the conceptual necessary for conducting grounded research on city branding practices.
City Branding vs Place Branding: A Critical Review of the Literature and Emerging Gaps / Perlangeli, Genni. - (2025), pp. 539-547. ( SIM Conference 2025 napoli la parthenope ).
City Branding vs Place Branding: A Critical Review of the Literature and Emerging Gaps
genni perlangeli
2025
Abstract
The growing body of literature on city branding and place marketing reveals a complex field in which cities function both as subjects and objects of branding. They are framed through logos, slogans, campaigns, and policy narratives—yet at the same time, they are lived spaces influenced by multiple stakeholders and layered identities (Lucarelli & Berg, 2011; Zenker & Braun, 2017). Branding is not only about goods and services; organizations and cities can be promoted similarly (De Chernatony and McDonald, 1992:3) . This review of the city branding literature aims to assist tourism researchers and those conducting studies in this area. City branding is a centuries-old practice (Goodwin, 1993; Papadopoulos, 2004; Kavaratzis and Ashworth, 2005; Ashworth, 2009, p. 10) and today has global relevance in promoting the theory and practice of urban branding for multiple purposes, including tourism, economic development, and international relations (Dinnie, 2011b; Lucarelli & Berg, 2011; Oguztimur & Akturan, 2015; Kavaratzis et al., 2015b). The analysis of the phenomenon is based on the literature available regarding city brand strategies and techniques, and on the evolution of the concept of city as a competitive actor in the global panorama. Significantly in recent years, it remains theoretically fragmented. In particular, the conceptual boundaries between these two fields are often blurred or used interchangeably, leading to inconsistencies in both analytical frameworks and empirical applications. This paper aims to define and critically examine the gap between city branding and place branding, especially in light of their respective roles in sustainable marketing strategies. The present study is intended as a preliminary investigation, laying the theoretical groundwork for a subsequent case study. By identifying the key divergences and overlaps in the literature, this review provides the conceptual necessary for conducting grounded research on city branding practices.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
