Dr Mihalis Kavaratzis

Associate Professor in MarketingDr Mihalis Kavaratzis and Management

Adviser on Place Marketing/Branding

Contact details

  • Tel: +44 (0)116 252 5630
  • Email: m.kavaratzis@le.ac.uk
  • Office: Room 613, Level 6, Ken Edwards Building
  • Office hours: By appointment only (please email)

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 worked as a 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.

I was awarded a Senior Fellowship of the Institute of Place Management and I am a Founding Board Member of the International Place Branding Association. I have been invited to deliver approximately 30 keynote and plenary speeches at international academic and practitioner conferences. I serve as Editorial Board Member of the journals: Journal of Place Management and Development, Place Branding and Public Diplomacy, Journal of Destination Marketing and Management, Administrative Sciences.

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

  • MN7015 Strategies for Place Marketing (MSc Marketing for Places and Tourism)
  • MN7014 Marketing Places – Tourism and beyond (MSc Marketing for Places and Tourism)
  • 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 responsibilities

Deputy Director of the PhD Programme

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 (more than 5,500 Google Scholar citations in June 2018). 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 and marketing
  • Place images and identities
  • Place identity and brand co-creation
  • Destination marketing and branding
  • Critical tourism studies
  • Tourism beyond travel

Publications

Recent Publications (after 2010)

Articles in international peer-reviewed journals

Kavaratzis, M. (2018), Place Branding: Are we any wiser?, Cities, Article in Press,  available at: https://doi.org/10.1016/j.cities.2018.06.003

Ntounis, N. and Kavaratzis, M. (2017) Rebranding the high street: The place branding process and reflections from three UK towns, Journal of Place Management and Development, 10(4), 392-403.

Kladou, S., Kavaratzis, M., Rigopoulou, I. and Salonika, E. (2017) The Role of Brand Elements in Destination Branding, Journal of Destination Marketing and Management, 6, 426-435.

Kislali, H., Kavaratzis, M. and Saren, M. (2016) Rethinking destination image formation, International Journal of Culture, Tourism and Hospitality Research, 10(1), 70-80 (Highly Commended at Emerald Literati Awards 2017).

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 (Outstanding Paper Award at the Literati Network Awards for Excellence 2014 and 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).

Books

Kavaratzis, M, Giovanardi, M and Lichrou, M. (eds) (2017), Inclusive Place Branding: Critical Perspectives on Theory and Practice, London: Routledge.

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

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

Edited Special Issues

Fernandez Cavia, J., Kavaratzis, M. and Morgan, N (2018) Place branding: A Communications perspective, Special Issue in Communication and Society, forthcoming

Kavaratzis, M. and Dennis, C. (2018) Place Branding: Gathering Momentum, Special Issue on the Inaugural IPBA Conference, Place Branding and Public Diplomacy, 14(2), 75-78.

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.

Chapters in books

Ashworth, G.J. and Kavaratzis, M. (2018) The Roles of Branding in Public Administration and Place Management: Possibilities and Pitfalls, in Ongaro, E. and van Thiel, S. (eds) The Palgrave Handbook on Public Administration and Management in Europe, London: Palgrave-MacMillan, 425-439.

Kavaratzis, M. (2016), The Participatory Place Branding Process for Tourism: Linking Visitors and Residents Through the City Brand, In Bellini, N. and Pasquinelli, C. (eds) Tourism in the City, Towards an Integrative Agenda on Urban Tourism, Springer, 93-107.

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, pp. 73-80.

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.

Keynote and invited lectures at academic conferences

Kavaratzis, M. (2018) Inclusivity in Place Branding, Keynote Speech at 2nd TEM Conference on Local Development, Tourism and Place Branding, 7-8 June, Forte di Bard, Italy

Kavaratzis, M. (2017) Participatory Place Branding, Keynote lecture at the 2nd Pan-Hellenic Place Marketing and Branding Conference, 30 March – 1 April, Larissa, Greece.

Kavaratzis, M. (2016) Doing a PhD in Place Branding, Keynote lecture at the International Place Branding Association Doctoral Colloquium,7 December, London, UK.

Kavaratzis, M. (2016) Inclusive Destination Branding, Keynote lecture at the RSA Workshop ‘Beyond the Great Beauty: Rescaling Heritage and Tourism’, 10-12 February, Rimini, Italy.

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, G.J. (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.

Invited lectures at practitioner conferences, workshops and courses

Kavaratzis, M. (2018) Participation and Inclusivity in Place Branding, Workshop delivered at the TEM Summer School on Innovation in Place Branding, 4-6 June, Forte di Bard, Italy

Kavaratzis, M. (2016) From City Marketing to City Branding, Plenary speech delivered at the ‘Seminari Marka Ciutat’, 21-22 October, Tarragona, Spain

Kavaratzis, M. (2016) Place Brands and Place Branding, Plenary speech delivered at the Leicester Business Festival 2016, 28 October, Leicester, UK

Kavaratzis, M. (2016) Following the ATLAS Process of Place Branding, Keynote speech delivered at the ‘Conference on Regional Branding – Focus on the North Neteherlands’, 10 October, Brussels, Belgium

Kavaratzis, M. (2016) Rethinking Place Branding, Keynote speech delivered at ‘Place Marketing Forum 2016’, 9-11 March, Aix-en-Provence, France

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.

Papers presented at international conferences

Kislali, H., Kavaratzis, M and Saren, M. (2017) Destination image formation: Investigating the effects of sociocultural factors and online information search, paper presented at the EIASM Workshop on Tourism Management, 28-29 September, Milan, Italy.

Kavaratzis, M. and Pedeliento, G. (2017) A Structuration View of Place Branding, paper presented at the Consumer Research Summit: Place and Identity, 20 June, Chester, UK.

Kavaratzis, M. and Ntounis, N. (2017) Participatory place branding and the UK High Street: A practical application on three UK towns, paper presented at the 2nd Pan-Hellenic Place Marketing Conference, 30 March, - 1 April, Larissa, Greece.

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.

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