Download - Place branding
Place branding
You are where you live?
“Your place is known for something”
City brandingRegion brandingNation brandingDestination branding
Place branding: pardon …..?
Why place branding?*
Competition– Attract customers, visitors, business, talent,
investors, etc.
Public diplomacy– Global media– Mass democracy– Transparency
Connecting people– Internal branding
*Simon Anholt: www.earthspeak.com
Characteristics
Place branding is slow– “Change your image by performance”– “No magic shortcuts through marketing”– Sustainability is the magic word
Partnerships– Tourism, culture, corporations, civilians,
government
Complex– Social, economic, political targets in one
policy
“Challenges”
Who owns it?Place branding is in the public/private domainAssociations go all the way
Branddesign and -carriers*
See– First Impressions– Landmarks– Social Economic Infrastructure– Icons
*Rik Riezebos, 2007
Hear
Nickname, anthem
Feel
History
Taste
National, regional cooking/recepies
Smell
Green green grass of home?
Brandmanagement*
Brandarchitecture– What arena do you choose?– Level of political government, who’s leading
who?
*Rik Riezebos, 2007
Positioning
Marketing vs Sales (UMP's vs USP’s)Create themes and concepts for multiple usageTurn weaknesses into strengths
Organizational structure
Commitment without democracy
Let’s go to Antwerp !!
What are A’s icons? What creates itsidentity? How do you experienceAntwerp?Who are the stakeholders and what wouldthey expect from Antwerp? What are you looking for April 10 - 12?What do you deliver? Create a timetable and banchmarkagenda!
Bronnen
Simon AnholtRik Riezebos (Eurib.org)SWOCC.nl
Volg de sneeuwbalmethode
