Relational network brands: Towards a conceptual model of place brands

This paper develops a conceptual model of the place brand which goes beyond the conceptualisations currently to be found in the literature and, it is argued, reflects more closely the reality faced by those who market places as destinations. The paper begins with an analysis of the classical branding literature and a review of the emerging literature associated with the relational exchange and the network marketing paradigms. Four streams of thought are identified as regards the nature of brands. These include the brand as a communicator, the brand as a perceptual entity or image, the brand as a value enhancer and the brand as a relationship. A review of the place marketing literature suggests that the focus…