![Laura Reynolds](https://profiles-cardiff.imgix.net/attachments/4179?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Laura Reynolds
(she/her)
Senior Lecturer in Marketing
- Available for postgraduate supervision
Overview
Laura Reynolds is a Senior Lecturer in Marketing at Cardiff Business School. After graduating from her PhD in Marketing from Cardiff Business School in 2019, Laura worked as a Policy Analyst at the City Region Economic and Development Institute (City-REDI) at the University of Birmingham and as a Research Associate for the Welsh Economic Research Unit. More recently, Laura completed an ESRC-funded Postdoctoral Fellowship within the Marketing Department in Cardiff.
Her research examines stakeholder governance within what is increasingly considered to be a decentralised place branding process, exploring techniques for involving local residents, businesses and visitor attractions in shaping the places in which they live, work and invest in. Laura is particularly interested in exploring opportunities for engagement, negotiation and collaboration between a place's stakeholders, as well as looking for ways to overcome potential barriers that may restrict more inclusive and sustainable approaches to place branding. Central to her research is the development of social and economic impact, developing research that can help to inform policy and practice.
Laura's work is closely aligned with industry and community partners, working together to investigate avenues for stakeholder inclusion and representative branding approaches.
Publication
2025
- De Angelis, R., Reynolds, L., Koenig-Lewis, N. and Bosangit, C. 2025. Conceptualising circular tourism: taking a place-based eco-system perspective. Journal of Circular Economy 3(1), pp. 1-19. (10.55845/TVUZ5672)
2024
- Reynolds, L., Peattie, K., Koenig-Lewis, N. and Doering, H. 2024. There’s a time and place: Navigating omni-temporality in the place branding process. Journal of Business Research 170, article number: 114308. (10.1016/j.jbusres.2023.114308)
2023
- Reynolds, L., Doering, H., Koenig-Lewis, N. and Peattie, K. 2023. Engagement and estrangement: A "tale of two cities" for Bristol’s green branding. European Journal of Marketing 57(9), pp. 2432-2458. (10.1108/EJM-08-2021-0602)
- Reynolds, L. 2023. COVID-19 and the participatory place branding impasse: a study of actor agency. Journal of Place Management and Development 16(4), pp. 561-576. (10.1108/JPMD-10-2022-0099)
- Munday, M., Reynolds, L. and Roberts, A. 2023. Re-appraising ‘in-process’ benefits of strategic infrastructure improvements: Capturing the unexpected socio-economic impacts for lagging regions. Transport Policy 134, pp. 119-127. (10.1016/j.tranpol.2023.02.012)
2022
- Reynolds, L., Koenig-Lewis, N., Doering, H. and Peattie, K. 2022. Competing for legitimacy in the place branding process: (re)negotiating the stakes. Tourism Management 91, article number: 104532. (10.1016/j.tourman.2022.104532)
2021
- Reynolds, L., Henderson, D., Xu, C. and Norris, L. 2021. Digitalisation and the foundational economy: a digital opportunity or a digital divide for less-developed regions?. Local Economy 36(6), pp. 451-467. (10.1177/02690942211072239)
- Reynolds, L. and Koenig-Lewis, N. 2021. Making ‘sense’ of place branding: adopting a sensemaking, sensefiltering and sensegiving lens. In: Medway, D., Warnaby, G. and Byrom, J. eds. A Research Agenda for Place Branding. Elgar Research Agendas Cheltenham: Edward Elgar Publishing, pp. 233-246.
- Reynolds, L. 2021. Reconsidering place branding: ‘connecting the dots’ between placemaking, policy making and sustainable development. Welsh Economic Review 28, pp. 14-22. (10.18573/wer.260)
2020
- Munday, M., Reynolds, L. and Roberts, A. 2020. A road for regional recovery? The socio-economic impacts of local spending on the A465 road improvement scheme in South Wales. Welsh Economic Review 27, pp. 25-32. (10.18573/wer.255)
2019
- Reynolds, L., Henderson, D. and Roche, N. 2019. Digital technologies and future opportunities for the construction industry in Wales. Project Report. Cardiff: Cardiff University.
- Reynolds, L., Roberts, A. and Munday, M. 2019. NHS Wales: what one sector’s fate after Brexit might mean for whole country. The Conversation
- Henderson, D. and Reynolds, L. 2019. New focus on the foundations of the UK’s economy might help poorest regions post-Brexit. The Conversation 2019(27 Mar)
- Toon, M., Collin, V., Whitehead, P. and Reynolds, L. 2019. An analysis of stress and burnout in UK general dental practitioners: sub dimensions and causes. British Dental Journal 226, pp. 125-130. (10.1038/sj.bdj.2019.46)
- Collins, V., Toon, M., O'Selmo, E., Reynolds, L. and Whitehead, P. 2019. A survey of stress, burnout and well-being in UK dentists. British Dental Journal 226, pp. 40-49. (10.1038/sj.bdj.2019.6)
- Reynolds, L., Lindgreen, A. and Beverland, M. 2019. The people and processes underscoring authentication of the Blaenavon World Heritage Site: mediating ‘hot’ and ‘cool’ authentication. In: Campelo, A. et al. eds. Cultural Heritage. Abingdon, Oxon: Routledge, pp. 97-114.
- Campelo, A. et al. eds. 2019. Cultural heritage. Abingdon, Oxon: Routledge.
- Reynolds, L. 2019. A (dis)connected place branding process: Reconsidering the connection of people and places through partnerships and networks. Presented at: 6th Corfu Symposium on Managing & Marketing Places 2019, Corfu, Greece, 6-9 May 20196th Corfu Symposium on Managing & Marketing Proceedings. Institute of Place Management pp. 115-118.
2018
- Reynolds, L., Henderson, D. and Roche, N. 2018. Digital technologies and future opportunities for the foundational economy in Wales. Project Report. Cardiff: Cardiff University.
- Reynolds, L. 2018. A critical approach to place branding governance: From "holding stakes" to "holding flags".. PhD Thesis, Cardiff University.
- Henderson, D., Jones, C., Munday, M., Reynolds, L., Roberts, A., Roche, N. and Scedrova, A. 2018. Digital maturity economic impact report for Wales 2017. Project Report. Cardiff: Cardiff University.
- Henderson, D., Jones, C., Munday, M., Roche, N., Roberts, A., Scedrova, A. and Reynolds, L. 2018. Digital maturity survey for Wales 2017. Project Report. [Online]. Cardiff: Cardiff Business School. Available at: https://www.cardiff.ac.uk/__data/assets/pdf_file/0004/1137775/SFBBE-2016-National-Digital-Maturity-Survey-Report_final.pdf
2017
- Reynolds, L., Koenig-Lewis, N. and Doering, H. 2017. Struggling for legitimacy in the city branding process: an application of Bourdieu’s field-capital theory to the co-creation of the city brand identity. Presented at: 4th Corfu Symposium on Managing & Marketing Places 2017, Corfu, Greece, 24-27 April 2017.
- Reynolds, L., Koenig-Lewis, N. and Woodside, A. 2017. Advancing stakeholder co-creation and co-production of city brand meanings: melds, gaps, omissions, and distortions in “elegant” Bath versus “rebel” Bristol. Presented at: 2nd Conference of the International Place Branding Association, Swansea, Wales, 5-9 December 2017.
- Reynolds, L., Koenig-Lewis, N. and Doering, H. 2017. Questioning the rhetoric of inclusivity in the co-creation of city brands through Bourdieu's field-capital lens. Presented at: Institute of Place Management 4th International Biennial Conference, Manchester, UK, 7-8 Sep 2017.
2016
- Reynolds, L. and Koenig-Lewis, N. 2016. Sculpturing authentic city brands through stakeholder narratives: a sensemaking, sensefiltering, and sensegiving process. Presented at: 3rd Symposium on Managing & Marketing Places 2016, Corfu, Greece, 18-21 April 2016.
- Reynolds, L. and Koenig-Lewis, N. 2016. Developing an inclusive city brand identity: stakeholder engagement as tipping or balancing the scales of stakeholder input?. Presented at: Inaugural Conference of the International Place Branding Association (IPBA 2016), London, England, 7-9 December 2016.
Articles
- De Angelis, R., Reynolds, L., Koenig-Lewis, N. and Bosangit, C. 2025. Conceptualising circular tourism: taking a place-based eco-system perspective. Journal of Circular Economy 3(1), pp. 1-19. (10.55845/TVUZ5672)
- Reynolds, L., Peattie, K., Koenig-Lewis, N. and Doering, H. 2024. There’s a time and place: Navigating omni-temporality in the place branding process. Journal of Business Research 170, article number: 114308. (10.1016/j.jbusres.2023.114308)
- Reynolds, L., Doering, H., Koenig-Lewis, N. and Peattie, K. 2023. Engagement and estrangement: A "tale of two cities" for Bristol’s green branding. European Journal of Marketing 57(9), pp. 2432-2458. (10.1108/EJM-08-2021-0602)
- Reynolds, L. 2023. COVID-19 and the participatory place branding impasse: a study of actor agency. Journal of Place Management and Development 16(4), pp. 561-576. (10.1108/JPMD-10-2022-0099)
- Munday, M., Reynolds, L. and Roberts, A. 2023. Re-appraising ‘in-process’ benefits of strategic infrastructure improvements: Capturing the unexpected socio-economic impacts for lagging regions. Transport Policy 134, pp. 119-127. (10.1016/j.tranpol.2023.02.012)
- Reynolds, L., Koenig-Lewis, N., Doering, H. and Peattie, K. 2022. Competing for legitimacy in the place branding process: (re)negotiating the stakes. Tourism Management 91, article number: 104532. (10.1016/j.tourman.2022.104532)
- Reynolds, L., Henderson, D., Xu, C. and Norris, L. 2021. Digitalisation and the foundational economy: a digital opportunity or a digital divide for less-developed regions?. Local Economy 36(6), pp. 451-467. (10.1177/02690942211072239)
- Reynolds, L. 2021. Reconsidering place branding: ‘connecting the dots’ between placemaking, policy making and sustainable development. Welsh Economic Review 28, pp. 14-22. (10.18573/wer.260)
- Munday, M., Reynolds, L. and Roberts, A. 2020. A road for regional recovery? The socio-economic impacts of local spending on the A465 road improvement scheme in South Wales. Welsh Economic Review 27, pp. 25-32. (10.18573/wer.255)
- Reynolds, L., Roberts, A. and Munday, M. 2019. NHS Wales: what one sector’s fate after Brexit might mean for whole country. The Conversation
- Henderson, D. and Reynolds, L. 2019. New focus on the foundations of the UK’s economy might help poorest regions post-Brexit. The Conversation 2019(27 Mar)
- Toon, M., Collin, V., Whitehead, P. and Reynolds, L. 2019. An analysis of stress and burnout in UK general dental practitioners: sub dimensions and causes. British Dental Journal 226, pp. 125-130. (10.1038/sj.bdj.2019.46)
- Collins, V., Toon, M., O'Selmo, E., Reynolds, L. and Whitehead, P. 2019. A survey of stress, burnout and well-being in UK dentists. British Dental Journal 226, pp. 40-49. (10.1038/sj.bdj.2019.6)
Book sections
- Reynolds, L. and Koenig-Lewis, N. 2021. Making ‘sense’ of place branding: adopting a sensemaking, sensefiltering and sensegiving lens. In: Medway, D., Warnaby, G. and Byrom, J. eds. A Research Agenda for Place Branding. Elgar Research Agendas Cheltenham: Edward Elgar Publishing, pp. 233-246.
- Reynolds, L., Lindgreen, A. and Beverland, M. 2019. The people and processes underscoring authentication of the Blaenavon World Heritage Site: mediating ‘hot’ and ‘cool’ authentication. In: Campelo, A. et al. eds. Cultural Heritage. Abingdon, Oxon: Routledge, pp. 97-114.
Books
- Campelo, A. et al. eds. 2019. Cultural heritage. Abingdon, Oxon: Routledge.
Conferences
- Reynolds, L. 2019. A (dis)connected place branding process: Reconsidering the connection of people and places through partnerships and networks. Presented at: 6th Corfu Symposium on Managing & Marketing Places 2019, Corfu, Greece, 6-9 May 20196th Corfu Symposium on Managing & Marketing Proceedings. Institute of Place Management pp. 115-118.
- Reynolds, L., Koenig-Lewis, N. and Doering, H. 2017. Struggling for legitimacy in the city branding process: an application of Bourdieu’s field-capital theory to the co-creation of the city brand identity. Presented at: 4th Corfu Symposium on Managing & Marketing Places 2017, Corfu, Greece, 24-27 April 2017.
- Reynolds, L., Koenig-Lewis, N. and Woodside, A. 2017. Advancing stakeholder co-creation and co-production of city brand meanings: melds, gaps, omissions, and distortions in “elegant” Bath versus “rebel” Bristol. Presented at: 2nd Conference of the International Place Branding Association, Swansea, Wales, 5-9 December 2017.
- Reynolds, L., Koenig-Lewis, N. and Doering, H. 2017. Questioning the rhetoric of inclusivity in the co-creation of city brands through Bourdieu's field-capital lens. Presented at: Institute of Place Management 4th International Biennial Conference, Manchester, UK, 7-8 Sep 2017.
- Reynolds, L. and Koenig-Lewis, N. 2016. Sculpturing authentic city brands through stakeholder narratives: a sensemaking, sensefiltering, and sensegiving process. Presented at: 3rd Symposium on Managing & Marketing Places 2016, Corfu, Greece, 18-21 April 2016.
- Reynolds, L. and Koenig-Lewis, N. 2016. Developing an inclusive city brand identity: stakeholder engagement as tipping or balancing the scales of stakeholder input?. Presented at: Inaugural Conference of the International Place Branding Association (IPBA 2016), London, England, 7-9 December 2016.
Monographs
- Reynolds, L., Henderson, D. and Roche, N. 2019. Digital technologies and future opportunities for the construction industry in Wales. Project Report. Cardiff: Cardiff University.
- Reynolds, L., Henderson, D. and Roche, N. 2018. Digital technologies and future opportunities for the foundational economy in Wales. Project Report. Cardiff: Cardiff University.
- Henderson, D., Jones, C., Munday, M., Reynolds, L., Roberts, A., Roche, N. and Scedrova, A. 2018. Digital maturity economic impact report for Wales 2017. Project Report. Cardiff: Cardiff University.
- Henderson, D., Jones, C., Munday, M., Roche, N., Roberts, A., Scedrova, A. and Reynolds, L. 2018. Digital maturity survey for Wales 2017. Project Report. [Online]. Cardiff: Cardiff Business School. Available at: https://www.cardiff.ac.uk/__data/assets/pdf_file/0004/1137775/SFBBE-2016-National-Digital-Maturity-Survey-Report_final.pdf
Thesis
- Reynolds, L. 2018. A critical approach to place branding governance: From "holding stakes" to "holding flags".. PhD Thesis, Cardiff University.
Research
Research Interests
- Branding and brand management
- Place marketing and place branding
- Stakeholder governance
- Cities
- Cultural Heritage
- Foundational Economy
Sucessful Funding
- ESRC Postdoctoral Fellowship: £98,363, "Rethinking place branding governance: the implications of stakeholder-orientated approach when managing the presentation of complex places", Cardiff University, 2021.
- CARBS SIF Funding: £865: Small Firm Governance and Risk Management: Managing Clinical Outcomes through Organisational Governance with Dr Mark Toon, Cardiff University, 2019.
- Institute of Place Management and Springboard Joint Fund: £500, Questioning the rhetoric of inclusivity in the co-creation of city brands through a Bourdieu's field-capital lens, Manchester Metropolitan University, 2018.
- ESRC Overseas Institutional Visit, £5000, University Associate at Curtin University, Perth, Australia under the supervision of Professor Arch Woodside, 2017.
Biography
- PhD (Marketing) - Cardiff University
- MSc (Social Science Research Methods) with Distinction - Cardiff University
- MA (Marketing) with Distinction - Keele University
- LLB (Law with History) 1st - Keele University
Honours and awards
- Commended Paper in the European Doctoral Association in Management and Business Administration (EDAMBA) Doctoral Thesis Competition, 2020
- Best conference paper at the Institute of Place Management 4th International Biennial Conference, Manchester, 2017.
- Best Academic Performance on the Social Science Research Methods MSc, 2014.
Professional memberships
- Member of the Institute of Place Management (IPM)
- Member of Regional Studies Associations
Academic positions
2021- Present: Postdoctoral Fellow, Cardiff University
2019-2020 - Research Associate, Welsh Economy Research Unit, Cardiff University
Committees and reviewing
- Cardiff Business School Estates Committee
- Associate for City-REDI, University of Birmingham
Supervisions
I am particularly interested in supervising PhD projects that focus on the following subject areas:
- Place branding
- Place marketing and place management
- Applications of social theory to marketing processes
- Brand identity and management
- Stakeholder engagement and its importance in building inclusive and sustainable brands
- Marketing and managing cultural heritage sites
Contact Details
Specialisms
- Brand identity and management
- Qualitative Research
- Place branding and place marketing
- Cities
- Stakeholder engagement
