The Lazarus Touch of Heritage: Place Branding, a Multi Stakeholder Study: An Abstract

In today’s globalized world, geographic locations have emerged as hubs of cultural influences, historic uniqueness and economic development. Each geographic location possesses distinct characteristics, emanating from the cultural, historic, community and people traditions, which can be moulded into a brand experience. Hence, the concept of place branding is garnering attention from academic as well as governments and industry experts. Place branding refers to the development of geographic locations as a unique brand with distinctive traits, given the national and cultural identity aspects. However, unlike the product/service brand, the place brand is a multilevel concept. The growth prospects of tourism, competitive ecosystem and the multilevel experiential dimensions make place branding an important research area.