ABSTRACT
This chapter proposes the use of an overarching framework of thought emanating from mainstream marketing, service-dominant logic of marketing (S-D logic) on which innovative and novel mental models of place marketing and branding could be developed in the future. After reviewing the evolution of marketing and the development of S-D logic the chapter proposes viewing place branding as the representation of place that is conceptualized as a service ecosystem. Key concepts in S-D logic such as value co-creation, actors, operant and operant resources, nested service ecosystems and oscillating focus are then applied to place branding and explored in detail. The chapter concludes by discussing the potential benefits of being able to explore in detail where value is being co-created in the place using one overall framework and how this offers the potential of being able to represent a place’s unique brand in an inclusive manner.
