In search of the genius loci - the essence of a place brand

This paper begins to consider the genius loci, the spirit of a place, in order to understand the essence of the place brand, and what makes it so different from other types of brand. From an urban planning perspective the essence or spirit of a place can be evidenced in the physical environment, and yet the changing physical environment can also affect the genius loci. Other perspectives consider the authenticity of the genius loci, the historical roots of the genius loci in literature and stories, and the way the place brand is promoted. There remains limited investigation into what constitutes the place as a marketable, and therefore consumable, entity. This paper starts to address the issue that is core to understanding the place brand and what constitutes the genius loci, the essence or spirit of a place - the core benefit that is at the heart of the place marketing exchange. However the tensions in the literature are eventually resolved, if they ever are at all, it would seem clear that the consumer product brand construct is no longer appropriate to apply to such complex entities as places.