Dr Mihalis Kavaratzis

Associate Professor in MarketingDr Mihalis Kavaratzis and Management

Adviser on Place Marketing/ Branding

Room 613, Level 6, Ken Edwards Building

Tel: +44 (0)116 252 5630

Email: m.kavaratzis@le.ac.uk

Personal details

I joined the School in September 2010, having previously been Associate Professor of Marketing and Tourism at the International Business School in Budapest, Hungary.

Originally from Athens, Greece, I’ve studied Business Administration (University of Piraeus, Greece) and Marketing (University of Stirling, Scotland).

I have also worked as Marketing Manager for an independent elementary school in Kifissia, Greece before deciding to pursue a PhD on City Marketing at the University of Groningen in the Netherlands.

  • Editorial Board member of Journal of Place Management and Development
  • Editorial Board member of Place Branding and Public Diplomacy
  • Founding Board Member of the International Place Branding Association
  • Member of the Scientific Committee of the Chair for Place Attractiveness and Marketing, University of Marseille, France
  • Expert Member of Best Place - The European Place Marketing Institute
  • External supervisor and examiner for PhD projects

Consultancy and training on place marketing/branding

I regularly act as trainer and adviser on place marketing and place branding programmes and strategy development. My main activity is the delivery of practice-oriented workshops and training on the prerequisites, processes and effects of place branding and how it can contribute to the economic, tourism, cultural and social development of cities and regions.

The target audiences include:

  • City and regional authorities
  • Tourism offices
  • Place development agencies
  • Politicians
  • Cultural planning organisations
  • Promotion agencies
  • Retailing associations
  • Tourism industry associations

Teaching

  • MN 7281 Principles and Practices of Marketing (MSc Marketing Full Time)
  • MN 7282 Marketing Theory (MSc Marketing Full Time and Distance Learning)
  • MN 7285 Branding and Communications (MSc Marketing Full Time and Distance Learning)
  • MN 2118 Global Brands: Theory and Practice (BAMS 2)
  • MN 7316 Services Marketing (MSc in Marketing Full Time)

Administrative tasks

Deputy Director of PhD Programme

Publications

Articles in international peer-reviewed journals

Kavaratzis, M. and Kalandides, A. (2015) Rethinking the place brand: The interactional formation of place brands and the role of participatory place branding, Environment and Planning A, 47, 1368-1382.

Kavaratzis, M. (2015) Place branding scholars and practitioners: ‘Strangers in the night’?, Journal of Place Management and Development, 8(3), 266-270.

Kavaratzis, M. And Ashworth, G.J. (2015) Hijacking Culture: The disconnection between place culture and place brands, Town Planning Review, 86 (2), 155-176.

Kavaratzis, M. and Hatch, M.J. (2013), The Dynamics of Place Branding: An Identity-based Approach to Place Branding Theory, Marketing Theory, 13 (2), 69-86.

Braun, E., Kavaratzis, M. and Zenker, S. (2013) My City – My Brand: The Role of Residents in Place Branding, Journal of Place Management and Development, 6 (1), 18-28 (currently the most downloaded article of the journal).

Kavaratzis, M. (2012) From ‘Necessary Evil’ to Necessity: Stakeholders’ Involvement in Place Branding, Journal of Place Management and Development, 5 (1), 7-19 (Outstanding Paper Award at the Literati Network Awards for Excellence 2013).

Kavaratzis, M. (2011) The Dishonest Relationship between City Marketing and Culture: Reflections on the Theory and the Case of Budapest, Journal of Town and City Management, 1 (4), 334-45.

Ashworth, G.J. and Kavaratzis, M. (2009) Beyond the Logo: Brand Management for Cities, Journal of Brand Management, 16 (8), 520-531.

Kavaratzis, M. (2009) Cities and Their Brands: Lessons from Corporate Branding, Place Branding and Public Diplomacy, 5 (1), 26-37.

Kavaratzis, M. (2009) What Can We Learn from City Marketing Practice?, European Spatial Research and Policy, 16 (1), 41-58.

Kavaratzis, M. and Ashworth, G.J. (2008) Place marketing: How did we get here and where are we going?, Journal of Place Management and Development, 1 (2), 150-165.

Kavaratzis, M. (2007) City Marketing: The Past, the Present and Some Unresolved Issues, Geography Compass, 1 (3), 695-712.

Kavaratzis, M. and Ashworth, G.J. (2007) Partners in Coffeeshops, Canals and Commerce: Marketing the City of Amsterdam, Cities, 24 (1), 16-25.

Kavaratzis, M. (2005) Place Branding: A Review of Trends and Conceptual Models, The Marketing Review, 5 (4), 329-342.

Kavaratzis, M. and Ashworth, G.J. (2005) City Branding: An Effective Assertion of Identity or a Transitory Marketing Trick?, Tijdschrift voor Economische en Sociale Geografie, 96 (5), 506-514 (Reprinted in Place Branding and Public Diplomacy, 3(2), 183-194).

Kavaratzis, M. (2004) From City Marketing to City Branding: Towards a Theoretical Framework for Developing City Brands, Place Branding and Public Diplomacy, 1 (1), 58-73.

Books

Kavaratzis, M., Warnaby, G. and Ashworth, G.J. (eds) (2015) Rethinking Place Branding: Comprehensive brand Development for Cities and Regions, Springer.

Ashworth, G.J. and Kavaratzis, M. (eds) (2010) Towards Effective Place Brand Management: Branding European Cities and Regions, Cheltenham, UK: Edward Elgar.

Special issues

Florek, M. and Kavaratzis, M. (2014) From brand equity to place brand equity and from there to the place brand, Place Branding and Public Diplomacy, 10 (2), 103-107.

Kalandides, A., Kavaratzis, M. and Boisen, M. (2012) Place Branding: Roots, Methods, Politics, Journal of Place Management and Development, 5 (1), 2-5.

Kalandides, A. and Kavaratzis, M. (2011) Branding Cities: The Search for Place Identity, Journal of Place Management and Development, 4 (1), 5-8.

Kalandides, A. and Kavaratzis, M. (2009) From Place Marketing to Place Branding and Back: A Need for Re-evaluation, Journal of Place Management and Development, 2 (1), 5-7.

Chapters in books

Ashworth, G.J. and Kavaratzis, M. (2015) Rethinking the Uses of Culture in Place Branding, in Kavaratzis, M., Warnaby, G. and Ashworth, G.J. (eds) Rethinking Place Branding: Comprehensive brand Development for Cities and Regions, Springer.

Ashworth, G.J. and Kavaratzis, M. (2014) Cities of culture and culture in cities, in Haas T. and Olsson, K. (eds) Emergent Urbanism: Urban planning and design in times of systemic and structural change, Ashgate, forthcoming.

Ashworth, G.J. and Kavaratzis, M. (2011) Why Brand the Future with the Past? The Role of Heritage in the Construction and Promotion of Place Brand Reputations, in Go, F. and Govers, R. (eds), International Place Branding Yearbook 2011, Palgrave MacMillan, pp. 25-46.

Kavaratzis, M. (2010) Is Corporate Branding Relevant to Places?, in Ashworth, G.J. and Kavaratzis, M. (eds), Towards Effective Place Brand Management: Branding European Cities and Regions and Regions, Cheltenham, UK and Northampton, MA, USA: Edward Elgar, pp. 36-48.

Kavaratzis, M. and Ashworth, G.J. (2010) Place Branding: Where Do We Stand?, in Ashworth, G.J. and Kavaratzis, M. (eds), Towards Effective Place Brand Management: Branding European Cities and Regions and Regions, Cheltenham, UK and Northampton, MA, USA: Edward Elgar, pp. 1-14.

Keynote and invited lectures at academic conferences

Kavaratzis, M. (2014) Rethinking Services Branding: Learning from Tourism, Keynote lecture at the 1st Services Marketing Conference, Cornvinus University Budapest, 27 November, Budapest, Hungary.

Kavaratzis M, 2012, The Destination Brand: Between Place and Experience, Keynote lecture at the Destination Marketing and Branding Conference, 5-7 December, Cardiff, UK.

Kavaratzis M and Ashworth GJ, 2012, Place Culture and Place Branding: Disconnection Instead of Synergy?, Keynote lecture at the 3rd International Place Branding Conference, 19-21 January, Utrecht, Netherlands.

Kavaratzis M, 2011, The Necessity of Stakeholders’ Participation in Place Branding, Invited lecture at the TOURL 2011 Conference, 6-7 October, Barcelona, Spain.

Kavaratzis M, 2011, The City Brand Communication Model in the E-Context, Keynote lecture at the International E-City Branding Seminar, 19-20 September, Barcelona, Spain.

Kavaratzis M and Kalandides A, 2011, Place Branding: Towards disambiguation, Keynote lecture at the 2nd International Place Branding Conference, 20-23 January, Bogota, Colombia.

Kavaratzis M and Kalandides A, 2008, Closing Lecture at the 1st International Place Branding Conference ‘Marketing cities: Place branding in perspective’, 4-6 December, Berlin, Germany.

Invited lectures at practitioner conferences, workshops and courses

Kavaratzis, M. (2015) City branding for image change, Keynote speech delivered at the ‘Juarez Creativa’ Marketing Conference, 30 October, Ciudad Juarez, Mexico

Kavaratzis, M. (2015) Measuring the effectiveness of place branding, Panel member at the City/Nation/Place Forum, 5-6 November, London.

Kavaratzis, M. (2014) Powerful Place Brands through Vision and Engagement, Keynote lecture at 2nd Community Branding Conference – Stagis KommuneBranding 2014, 13 November, Copenhagen, Denmark.

Kavaratzis, M (2014) City Branding, Guest Teaching at City Marketing Minor Course, Amsterdam University of Applied Sciences, 11 September, Amsterdam, Netherlands.

Kavaratzis, M. (2014) Rebranding the High Street, Keynote lecture at the High Street UK 2020 Conference, Manchester Metropolitan University, 10 July, Manchester, UK

Kavaratzis M, 2012, City Branding: Just How Smart is Smart?, Keynote Lecture at the International Smart City Branding Seminar, 24-26 September, Barcelona, Spain

Kavaratzis M, 2011, Communicating City Brands, Invited Lecture at the 2nd EuropCom Conference, 18-19 October, Brussels, Belgium.

Kavaratzis M, 2011, State of the Art of Place Marketing and Regional Branding, Guest Teaching at the International Workshop on Regional Branding, 8-9 November, Santander, Spain.

Kavaratzis M, 2011, Place Branding: Basic elements and vital misconceptions, Keynote Speech at the NCCE Annual Conference, 30 May, Venlo, The Netherlands.

Kavaratzis M, 2010, Place Image and Place Branding: Key Elements of a Successful Regional Branding Strategy, Guest Teaching at the UIMP International Seminar: Regional Branding and Europe 2020, 21 July, Santander, Spain.

Kavaratzis M, 2010, Place Marketing 101, Keynote lecture at the AERA International Destination Marketing Conference, 9 March, Budapest, Hungary.

Kavaratzis M, 2009, Branding Tourism Destinations: Preconditions and Communication (in Greek), Invited lecture at the Municipality of Heraklion International Conference: City Identities and Brands, 9 November, Heraklion, Greece.

Kavaratzis M, 2008, City Branding, Guest Teaching at the Course: Management of the European Metropolitan Region, 30 November 2008, Erasmus University Rotterdam, The Netherlands.

Kavaratzis M, 2007, City Branding, Guest Teaching at the Course: Management of the European Metropolitan Region, 17 November 2007, Erasmus University Rotterdam, The Netherlands.

Kavaratzis M, 2006, Before the Campaign: Preconditions for Successful City Branding, Invited Lecture at the Municipality of Kavala Conference: Designing City Branding Campaigns, 9-10 November 2006, Kavala, Greece.

Kavaratzis M, 2006, Are Cities Brands?, Guest Teaching at the Positioning Group Symposium: City Branding, 22 November 2006, Rotterdam, The Netherlands.

Kavaratzis M, 2006, Branding European Cities, Invited Lecture at the HMV ACTIS Conference, 11 May 2006, Groningen, The Netherlands.

Papers presented at international conferences

Kladou, S., Rigopoulou, E., Kavaratzis, M. and Salonika, E. (2015) Asserting the significance of brand elements in destination branding, paper presented at the 6th Advances in Tourism Marketing Conference, 8-10 September, Joensuu, Finland.

Kavaratzis, M. (2015) Participatory City Branding, paper presented at 1st Integrating Urban Tourism(s) in the urban research agenda workshop, 15-16 June, L’Aquila, Italy.

Kavaratzis, M., Donellan, H. and Roma, R. (2015) Theory Meets Practice, paper presented at the 3rd Institute of Place Management Conference, 8-10 May, Poznan, Poland.

Morgan, J. and Kavaratzis, M. (2014) Place Brand Co-creation and the Role of the Visual, paper presented at the 5th Destination Branding and Marketing Conference, 3-6 December, Macau, China.

Kislali, H., Kavaratzis, M. and Saren, M. (2014), Rethinking Destination Image Formation, paper presented at the 5th Destination Branding and Marketing Conference, 3-6 December, Macau, China.

Salonica E, Rigopoulou I and Kavaratzis, M, 2013, Branding the tourism experience: Experiential satisfaction and its role in destination branding, paper presented at the Global Brand Conference of the Academy of Marketing SIG, 3-5- April, Porto, Portugal.

Kavaratzis M, 2013, Towards a spatial logic for branding, paper presented at the 3rd International Place Branding Conference, 14-16 February, Manchester, UK.

Kavaratzis M and Kalandides A, 2012, Place Branding: A Critical Review of Theory and Practice (in Greek), paper presented at 1st Place Marketing Conference, 10-12 May, Volos, Greece.

Kavaratzis M, 2012, Participatory Place Brands: Citizens in the Foreground, paper presented at the European Academy of Marketing, 22-25 May, Lisbon, Portugal.

Kavaratzis M, 2011, Towards a place branding theory?, paper presented at the Annual Academy of Marketing Conference, 5-7 July, Liverpool, UK.

Ashworth GJ, Kavaratzis M and Kalandides A, 2010, Back to basics: The nature of place branding and its relation to strategic planning, paper presented at the 2nd International Colloquium on Place Marketing and Nation Branding, Brunel University, 23-24 September, London, UK.

Braun E, Kavaratzis M and Zenker S, 2010, My City – My Brand: The Role of Residents in Place Branding, paper presented at the ERSA 2010 Conference, 19-22 August, Jonkoping, Sweden.

Kavaratzis M and Ashworth GJ, 2009, Re-examining the application of branding to places: Current state and future needs, paper presented at the 5th International Colloquium of the Academy of Marketing’s Brand, Corporate Identity and Reputation SIG, 1-3 September, Cambridge, UK.

Kavaratzis M and Kalandides A, 2009, Place Branding as a Strategic Instrument in Urban Development, paper presented at the 5th International Colloquium of the Academy of Marketing’s Brand, Corporate Identity and Reputation SIG, 1-3 September, Cambridge, UK.

Ashworth GJ and Kavaratzis M, 2008, Place marketing: How did we get here? - And the way forward, paper presented at the Institute of Place Management Inaugural Conference, 26-29 February, London, UK.

Kavaratzis M, 2007, The Challenges of City Marketing Practice: Marketing Budapest, paper presented at the EUGEO 2007 Conference, 20-23 August, Amsterdam, The Netherlands.

Kavaratzis M, 2007, Can Cities Use Corporate Branding?, paper presented at the ATINER 5th International Conference on Business, 2-3- July, Athens, Greece.

Kavaratzis M and Ashworth GJ, 2006, Beneath Catchy Slogans: European Cities as Corporate Brands, paper presented at the 2nd Annual Colloquium of the AM’s Brand and Corporate Reputation SIG, 7-8 September 2006, Manchester, UK.

Kavaratzis M and Ashworth GJ, 2006, Changing the Tide: The Campaign to Re-brand Amsterdam, paper presented at the ERSA 2006 Conference, 30 August – 3 September 2006, Volos, Greece.

Kavaratzis M, 2006, City Branding: A Useful Tool and Distinct Focus for Planning, paper presented at the World Planning Schools Congress, 11-16 July 2006, Mexico City, Mexico.

Ashworth GJ and Kavaratzis M, 2006, ‘Venice on the Amstel’ or ‘Capital of Dirt and Disorder”: Re-branding Amsterdam, paper presented at the AM’s Special Interest Group Arts and Heritage Marketing Conference, 7 March 2006, London, UK.

Kavaratzis M, 2005, Branding the City through Culture and Entertainment, paper presented at the AESOP 2005 Conference, 13-18 July 2005, Vienna, Austria.

Kavaratzis M, 2005, Place Branding: A Review of Trends and Conceptual Models, paper presented at the Academy of Marketing 2005 Conference, 5-8 July 2005, Dublin, Ireland.

Kavaratzis M and Ashworth GJ, 2004, City Branding: Useful Planning Instrument or Deceptive Irrelevance?, paper presented at the IFHP International Spring Conference, 30 May – 2 June 2004, Vilnius, Lithuania.

PhD thesis

Kavaratzis M, 2008, From City Marketing to City Branding: An Interdisciplinary Analysis with Reference to Amsterdam, Budapest and Athens, PhD Thesis, University of Groningen, available at: http://dissertations.ub.rug.nl/faculties/rw/2008/m.kavaratzis/

Research

My main research and advisory interests lie in the interface between my two main passions marketing and places. The theory and practice of city and regional marketing and, especially, the application of branding within place management is the focus of most of my research projects and publications. Critically examining and advancing understanding around the impact and consequences of place branding as a tool of place development is at the heart of my work. Within this line of research, I place a focus on the relevance of place branding strategies to the social existence and construction of places and on the effects of place branding campaigns on the social and cultural mosaic of contemporary cities.

My publications have attracted a high number of citations. I find tourism as a phenomenon fascinating (both as an academic and as a tourist); therefore, my research interests include tourism destination marketing, tourism planning and development and the study of destination images. I'm also interested in investigations of contemporary approaches to tourism as a way of understanding ourselves and engaging with the world around us.

Supervision

I would be interested in supervising research projects on any of the following:

  • Place/city branding
  • Place/city marketing
  • Place images and identities
  • Identity and brand co-creation
  • Destination marketing and branding
  • Critical tourism studies
  • Tourism beyond travel
  • Branding and communications
  • The effects of advertising

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Contact Details

School of Business
University of Leicester
University Road
Leicester
LE1 7RH

ulsb@le.ac.uk

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