Relational network brands: Towards a conceptual model of place brands

TLDR

Place marketing literature has largely treated place brands as perceptual entities or images. The study develops a relational, network‑based conceptual model of place brands that emphasizes relationships and behaviors over image. The authors analyze classical branding and relational exchange literature, then construct a relational network model of place brands. The study identifies four brand concept streams—communicator, perceptual entity, value enhancer, and relationship—and argues that focusing only on image limits place brand development, offering practical implications for relational network branding.

Abstract

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 to date has been on brands as perceptual entities or images. The paper argues that such conceptualisations seriously limit the development of place brands in general and destination brands in particular. A model of the place brand is presented based upon the concept of a brand as a relationship with consumers and other stakeholders, focusing on behaviours rather than communications and reality rather than image. The practical implications of this approach are discussed.