Strategic Communication for Place Brand Management

Malaysian Journal of Social Sciences and Humanities (MJSSH)

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Field Value
Title Strategic Communication for Place Brand Management
Creator Ahmad, Muhamad Fazil Bin
Tuan Zaki, Tuan Sharifah Azura
Description To clarify how the communicational objectives such as message efficiency, creating learning networks and sharing knowledge represent guidelines for any strategy that looks at developing a current distribution of information. Place branding management is one of the segments in destination branding, is a complex process of branding an entire country or a part of it. The Strategic Place Brand-Management model (SPBM-model by Hanna and Rowley, 2011) comprises of nine (9) dimensions which are argued to be important parts in the place branding process and research. This chapter aim to understand how place brand copes with the components in the SPBM-model, and to perceive which components in the SPBM-model that can be seen as the most important components based on a case study the perceptions of the city residents Kuala Terengganu, Malaysia. By positioning the Kuala Terengganu place branding process with the SPBM-model, it can be understood that all components are strongly connected to each other. Of all nine (9) components, three (3) of them which are evaluation, infrastructure and stakeholders should be given special attention if they are serious in branding Kuala Terengganu as one of the most attractive tourist destinations in the world.
Publisher Secholian Publication
Date 2021-02-07
Type info:eu-repo/semantics/article
Peer-reviewed Article
Format application/pdf
Source Malaysian Journal of Social Sciences and Humanities (MJSSH); Vol 6 No 2 (2021); 282 - 292
Language eng
Rights Copyright (c) 2021 Malaysian Journal of Social Sciences and Humanities (MJSSH)

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