Differences between Place Branding and Destination Branding for Local Brand Strategy Development

• Author: Briciu, V.A.
• Position: Department of Social Sciences and Communication, Transilvania University of Brasov
• Pages: 9-14

Bulletin of the Transilvania University of Braşov

Series VII: Social Sciences • Law • Vol. 6 (55) No. 1 - 2013

DIFFERENCES BETWEEN PLACE

BRANDING AND DESTINATION

BRANDING FOR LOCAL BRAND

STRATEGY DEVELOPMENT

Victor-Alexandru BRICIU1

Abstract: To highlight the principles used in the design and development of

a regional brand strategy we need to identify the disciplinary and the

theoretical referential that would best fit the branding approach. This paper

will address the main forms of branding: place branding, location branding

and destination branding, as a specialized form of destination marketing.

From the theoretical point of view, by identifying the fundamental and the

management brand model, the regional tourism brand concept is regarded by

positioning it in the category (the most general one) of place branding.

Key words: place brand, destination brand, local strategy development.

1 Department of Social Sciences and Communication, Transilvania University of Brasov.

1. Introduction

The term "place" refers to a much more

holistic concept, rather than "destination".

"Place" includes or signifies all economic

activities and feelings that are related to it.

The term "place" can also refer to a nation

(or a country), a city or a region. Is not

strictly related to tourism activities. Place

marketing and place branding are

concerned with attracting people who can

choose they live, work, study or visit, to

choose to do so in a particular place. They

are talented, mobile people who bring

wealth and investment with them.

[1, pp.15-6].

The same perspective is also found at

other authors: "Where branding using the

term ‘destination’ implies a tourism

perspective, place branding provides an

even wider perspective that would include

all interactions of a place with its

environment, including political, outside

investment, trade, immigration and media

issues. Both destination branding and place

branding could include country, region or

city branding." [4, p.14].

Starting with the justification related to

the need for disambiguity of the term

"destination" and by trying to provide a

pertinent and theoretical explanation for

the choice of place branding model, rather

than the destination branding framework,

in positioning the regional brand concept,

it is necessary to define also the destination

as "a geographical space in which a cluster

of tourism resources exist, rather than a

political boundary" [8, p.24] and " A

destination brand is probably best

described as the essence of the destination

from the perspective of potential visitors.

But it should also be recognisable to