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Laura Reynolds

Dr Laura Reynolds


Lecturer in Marketing and Strategy

Cardiff Business School

Available for postgraduate supervision


Laura Reynolds is a 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.












Book sections






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.



  • 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


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


  • Stakeholder engagement
  • Place management and marketing
  • Regional analysis and development
  • Qualitative research methods
  • Brand identity and management