Strategic Communication for Place Brand Management

  • Muhamad Fazil Bin Ahmad Universiti Sultan Zainal Abidin (UniSZA)
  • Tuan Sharifah Azura Tuan Zaki Universiti Sultan Zainal Abidin (UniSZA)
Keywords: strategic communication, place brand management, stakeholders engagement, brand identity, public relations


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.

Abstract views: 209 , PDF downloads: 209


Download data is not yet available.


Aaker, D. A. (2006). Measuring brand equity across products and markets. California Management Review, 38 (3), 102-120.

Aaker, D. A. (2012). Building strong brands. Simon and Schuster.

Anholt, S. (2016). Places: Identity, image and reputation. Springer.

Arcos, Rubén. (2016). Public relations strategic intelligence: Intelligence analysis, communication and influence. Public Relations Review. 42 (2), 264-270.

Ashworth, G., & Kavaratzis, M. (Eds.). (2010). Towards effective place brand management: Branding European cities and regions. Edward Elgar Publishing.

Baker, B. (2007). Destination branding for small cities: The essentials for successful place branding. Destination Branding Book.Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing,73(3), 52-68.

Balmer, J. M., Harris, F., & de Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of marketing.

Brookfield, H. C., Byron, Y., & Potter, L. M. (1995). In place of the forest: environmental and socio-economic transformation in Borneo and the Eastern Malay Peninsula (Vol. 893). United Nations University Press.Buhalis, D. Marketing the competitive destination of the future. Tourism management, 21(1), 97-116.

Bütschi, G., & Steyn, B. (2006). Theory on strategic communication management is the key to unlocking the boardroom. Journal of communication management.

De Beer, E. (2014). Creating value through communication. Public Relations Review, 40(2), 136-143.

De Chernatony, L. (2010). From brand vision to brand evaluation: The strategic process of growing and strengthening brands. Routledge.De Chernatony, L., & Cottam, S. Internal brand factors driving successful financial services brands. European Journal of Marketing, 40(5/6)611-633.

De Chernatony, L., & Riley, F. D. O. (1999). Experts' views about defining services brands and the principles of services branding. Journal of Business Research, 46(2), 181-192.

Đorđević, B. (2008). Corporate strategic branding: How country and corporate brands come together. Economic Annals, 53(177), 59-88.

Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of marketing, 62(2), 1-13.

Dwyer, L., & Kim, C. (2003). Destination competitiveness: determinants and indicators. Current issues in tourism, 6(5), 369-414.

Falkheimer, J., & Heide, M. (2014). From public relations to strategic communication in Sweden: The emergence of a transboundary field of knowledge. Nordicom Review, 35(2), 123-138.

Falkheimer, J., Heide, M., Nothhaft, H., von Platen, S., Simonsson, C., & Andersson, R. (2017). Is Strategic Communication too important to be left to Communication Professionals?: Managers’ and coworkers’ attitudes towards strategic communication and communication professionals. Public Relations Review, 43(1), 91-101.

Fill, C. (2005). Marketing communications: engagements, strategies and practice. Pearson Education.

Fulford, T. (2010). Prophecy and Imagination in the Romantic City. The Wordsworth Circle, 41(1), 52-60.

Gannon, A. (1994). Rural tourism as a factor in rural community economic development for economies in transition. Journal of sustainable tourism, 2(1-2), 51-60.

Gartner, W. C. Image formation process. Journal of travel & tourism marketing, 1994;2.2-3:191-216.

Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California management review, 33(3), 114-135.

Halim, M. A. S. A., Zakaria, Z., Hasnan, M. T., & Muda, S. (2012). The direction of Terengganu tourism industry in sustaining business growth: a conceptual framework. International Journal of Academic Research in Business and Social Sciences, 2(4), 250.

Hanna, S., & Rowley, J. (2011). Towards a strategic place brand-management model. Journal of marketing management, 27(5-6), 458-476.

Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of marketing.

Hatch, M. J., & Schultz, M. (2010). Toward a theory of brand co-creation with implications for brand governance. Journal of Brand Management, 17(8), 590-604.

Kalandides, A., Braun, E., Kavaratzis, M., & Zenker, S. (2013). My city–my brand: the different roles of residents in place branding. Journal of Place Management and Development.

Kapferer, J. N. (1997). Strategic brand management: creating and sustaining brand equity long term, 2. Auflage, London.

Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.

Kasimati, A. (2015). Towards the framework of Destination Brand Development.

Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place branding, 1(1), 58-73.

Kavaratzis, M. (2005). Place branding: A review of trends and conceptual models. The marketing review, 5(4), 329-342.

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.

Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.

Khadaroo, J., & Seetanah, B. (2008). The role of transtrategic infrastructure in international tourism development: A gravity model approach. Tourism management, 29(5), 831-840.

Kuchi, T. (2006). Constant change and the strategic role of communication. Library Management..

Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115.

Lovelock, C., Patterson, P. G., & Wirtz, J. (2014). Services marketing. Pearson Australia.

Markides, C. C., & Williamson, P. J. (1996). Corporate diversification and organizational structure: A resource-based view. Academy of Management journal, 39(2), 340-367.

Massart, T., Meuter, C., & Van Begin, L. (2008). On the complexity of partial order trace model checking. Information processing letters, 106(3), 120-126.

McDonald, M. H., de Chernatony, L., & Harris, F.. Corporate marketing and service brands-Moving beyond the fast-moving consumer goods model. European Journal of Marketing, 35(2001), 335-352.

Moilanen, T. (2009). How to brand nations, cities and destinations. Palgrave Macmillan.Morgan, N. J., Pritchard, A., & Piggott, R. (2003). Destination branding and the role of the stakeholders: The case of New Zealand. Journal of Vacation Marketing, 9(3), 285-299.

Muniz Jr, A. M., & O’guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.

Nandan, S. (2005). An exploration of the brand identity–brand image linkage: A communications perspective. The Journal of Brand Management, 12(4), 264-278.

Nanthakumar, L., Ibrahim, Y., & Harun, M. (2008). Tourism development policy, strategic alliances and impact of consumer price index on tourist arrivals: the case of Malaysia. TOURISMOS: An International Multidisciplinary Journal of Tourism, 3(1), 83-98.

Noland, J., & Phillips, R. (2010). Stakeholder engagement, discourse ethics and strategic management. International Journal of Management Reviews,12(1), 39-49.

Olins, W. (2002). Branding the nation—The historical context. The Journal of Brand Management, 9(4), 241-248.

Papadopoulos, N. (2004). Place branding: Evolution, meaning and implications. Place branding, 1(1), 36-49.

Phillips, D., & Young, P. (2009). Online public relations: A practical guide to developing an online strategy in the world of social media. Kogan Page Publishers.

Pitta, D., Franzak, F., & Fowler, D. (2006). A strategic approach to building online customer loyalty: integrating customer profitability tiers. Journal of consumer marketing, 23(7), 421-429.

Raina, A. K., & Agarwal, S. K. (2004). The essence of tourism development: dynamics, philosophy, and strategies. Sarup & Sons.

Schultz, M., Hatch, M. J., & Larsen, M. H. (Eds.). (2000). The expressive organization: Linking identity, reputation, and the corporate brand: Linking identity, reputation, and the corporate brand. OUP Oxford.

Serbanica, D., & Constantinescu, M. (2016). Using public relations in sports. Romanian Journal of Marketing, (2), 30.

Sherrick, Brett. (2016). The Effects of Media Effects: Third-Person Effects, the Influence of Presumed Media Influence, and Evaluations of Media Companies. Journalism & Mass Communication Quarterly, 93(4), 906-922.

Struxness, A. (2013). The impact of authoritarian rule on the success of global city branding efforts: Dubai, Singapore, and Mumbai.

Wenger, E. C., & Snyder, W. M. (2000). Communities of practice: The organizational frontier. Harvard business review, 78(1), 139-146.

Witt, S. F., Brooke, M. Z., & Buckley, P. J. (2013). The Management of International Tourism (RLE Tourism). Routledge.
How to Cite
Ahmad, M. F. and Tuan Zaki, T. S. A. (2021) “Strategic Communication for Place Brand Management”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(2), pp. 282 - 292. doi: