IPM Senior Fellow Dr Viriya Taecharungroj presents Strategic City Branding to Dr Chloe Steadman during Manchester visit
The Institute of Place Management was delighted to welcome Dr Viriya Taecharungroj, IPM Senior Fellow and Associate Professor at Mahidol University, Thailand, to Manchester Metropolitan University during his recent visit to the UK for the International Place Branding Association conference.
During his visit, Dr Taecharungroj presented his new book, Strategic City Branding: Insights from Asian Cities, to Dr Chloe Steadman, Senior Lecturer in Marketing at Manchester Metropolitan University. The book is to be added to the IPM library.
The book brings together key concepts, case studies, and strategic management tools for effective city branding. Drawing on 24 concise case studies from across Asia, it demonstrates how cities can leverage their unique characteristics to build compelling brands that attract investment, residents, and visitors. Each chapter provides conceptual and practical tools for understanding city brand identity, positioning, and evaluation.
Speaking about the publication, Dr Taecharungroj said: “City branding is no longer a luxury - it is essential for cities that want to thrive in a competitive global environment. The examples in this book show how cities can create meaningful identities that reflect their people, culture, and future aspirations.”
The visit strengthened the growing international collaboration between the Institute of Place Management and Mahidol University, as both institutions continue to exchange research and practice on place leadership, city identity, and urban policy.
Dr Chloe Steadman commented: “It was great to see Viriya again. He is a long time friend of the IPM, having been a frequent attendee at the Corfu Symposium on Managing and Marketing Places and a Visiting Researcher at Manchester Met in 2019. His research adds valuable global insight into issues of place branding and his work helps to internationalise the place management field.”
The Institute of Place Management will be inviting Dr Taecharungroj to speak about his book and research at a future IPM online event, giving members an opportunity to hear first-hand insights from his work on city branding and strategic place management.
Strategic City Branding: Insights from Asian Cities is available now from Routledge.com.
(Photo: Dr Viriya Taecharungroj presenting his book to Dr Chloe Steadman during his visit to Manchester.)
About the author
Formed in 2006, the Institute of Place Management is the international professional body that supports people committed to developing, managing and making places better.