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The elusive destination brand and the ATLAS wheel of place brand management

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journal contribution
posted on 2020-02-28, 15:46 authored by Michail Kavaratzis, Mary Jo Hatch
This conceptual article reconsiders the formation of destination and place brands. It proposes that brands initiate people’s meaning making over the place directly involving them in the branding process. Using a combination of process-based approaches to brands and places, the article substantiates the argument that the place brand’s quintessence lies in the constant alterations it causes to the meaning of the place as stakeholders interact, thereby keeping the brand active and in constant formation. The distinction between conceived, perceived, and lived dimensions of a place brand is used to conceptualize the brand as open-ended, allowing for different interpretations to occur and different meanings to develop. This makes the brand rather elusive. The article accounts for the implications of the elusiveness of place brands for place brand management and proposes the ATLAS wheel of place brand management as a tool to follow and influence the place brand in its on-going formation.

History

Citation

Journal of Travel Research, 1–13, © The Author(s) 2019. https://doi.org/10.1177/0047287519892323

Author affiliation

School of Business

Version

  • AM (Accepted Manuscript)

Published in

Journal of Travel Research

Publisher

SAGE Publications

issn

0047-2875

Acceptance date

2019-10-28

Copyright date

2019

Publisher version

https://journals.sagepub.com/doi/full/10.1177/0047287519892323

Language

en

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