Towards a theoretical framework on sensorial place brand identity

Purpose: This paper proposes a new framework on sensorial place brand identity. Design/Methodology/Approach: This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity. Findings: By relying on a broad spectrum of literature the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image. Originality/Value: This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses