place marketing & branding 2015+

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It is our great pleasure to present to you a special report "Place Marketing & Branding 2015+". This report, published under the auspices of the Best Place Institute, is a result of efforts on the part of several international experts from the field of place marketing and branding. This publication offers an analysis of several case studies and interviews with experts. The "Place Marketing Manifesto" is the key part of the report. Work on the Manifesto commenced at the Poznan Best Place Summit 2014" workshop. It is an attempt at providing answers to the most important questions related to the European place marketing industry: what is place marketing, what is its role in managing place development, what are the basic methodological assumptions, what are the barriers and challenges to place marketing in Europe? We hope that this publication will be a valuable source of knowledge and inspiration and will contribute to an efficien


  • Poznan BestPlaceSummit

    Place Marketing Manifesto

    Interview Juan Carlos Belloso Martin Boisen Joao R. Freire Raquel Goulart Robert Govers Bjrn P. Jacobsen Mihalis Kavaratzis Manolis Psarros Stefan Roesch Gildo Seisdedos Sebastian Zenker

    Case study The New Barcelona Brand Strategy Juan Carlos Belloso Cascais Brand Architecture Joao R. Freire Country Brand Colombia Raquel Goulart City of Peace and Justice Robert Govers Australias New World City? Andrea Insch X-Boarder Place Branding Bjrn P. Jacobsen This is Athens Manolis Psarros Britain is GREAT Stefan Roesch Oman National Spatial Strategy Gildo Seisdedos Hamburg Metropolitan Brand Sebastian Zenker

  • Pozna Best Place Summit




    In September 2014

    the experts from the Best Place - European Place Marketing Institute met in Pozna to discuss the current challenges of place marketing and to pave the way for progress in this area. Although place marketing is a relatively well-established academic and practical discipline, it seems to have reached a hiatus and, in our opinion it needs new ideas and energy to move it forward.

  • Meanwhile, various experiences have demonstrated there is a need for systematization of the concept, and above all for presenting its usefulness and defining the challenges, together with setting directions for further research and analyses in the realm of place marketing.




    The Best Place - European Place Marketing Institute, as an interdisciplinary society of experts working actively for the development of places, took the opportunity to initiate and boost an intense discussion about the current state of place marketing and branding, both in theory and practice. The synergy of knowledge, practical experience and skills of Best Place and the invited experts have resulted in the publication we present here.

    The experts have drawn up the Place Marketing Manifesto, which includes the Denition and Aims of Place Marketing and Place Branding, Elements and Process of Place Marketing, Contribution to Place Development, Skills Necessary for Effective Place Marketing and The Major Challenges and Research Agenda for Place Marketing.

    The participants of the Pozna Best Place Summit also present here interesting case studies on particular places, as well as share their opinions in interviews.

    We hope you nd this report useful and inspiring.

    Best Place Institute Board of Directors Adam Mikoajczyk Magdalena Florek Jarosaw Grski

  • Place MarketingManifesto

    POLAND-----------Best Place

    European Place Marketing Institute

  • Place marketing is extensively used by local authorities across the world because it contributes significantly to local development. It is, however, used in several different forms and under several different names, something that leads to confusion. It is essential to clarify the concept and provide

    clear guidance for its implementation. A notable shift in contemporary practice and theory is the shift towards place branding. For effective implementation it is necessary to distinguish between the key concepts of place marketing and place branding.

    Place Marketing Manifesto

    Place Marketing is the scientific discipline and field of prac-tice responsible for developing and implementing a mana-gerial process that assists places achieve their objectives by adopting a market-oriented philosophy, particularly:

    by using marketing research methods to analyse the competitive environment and identify the needs, wants and preferences of stakeholders and selected target markets,

    by building and delivering benefits to fulfil these needs, wants and preferences,

    by creating, communicating, delivering and exchang-ing offerings that have value for the place stakehold-ers, target markets and its community at large,

    by efficiently co-ordinating the use of marketing tools that stimulate exchange relations and enhance the experience of the places stakeholders.

    Place marketing as managerial process is initiated by local units and engages local leaders, local stakeholders and the local com-munity. The overall objective of place marketing is the wel-fare and satisfaction of the places residents and, to that end, it embraces both economic gains and social aims. As such it is also a social process that requires participation of local residents and stakeholders at every stage of its imple-mentation: analytical, strategic, participatory, monitoring. Place marketing needs, therefore, to integrate all place stakeholders. In order to achieve this general objective, par-ticular goals related to stakeholders and target markets are defined.

    Definition and aims of Place Marketing


  • Place branding is a process that enhances the image and reputation of the place by developing a comprehensive place brand identity based on the realities and features of the place and its marketing offerings. The aim of place branding is to differentiate the place experience provided to the places target groups and to build its competitiveness in an economic and social context. It consists of a set of tools and actions that consistently communicate this place brand identity and includes the processes of designing, govern-ance and modification of brand over time.

    The overall aim of place branding is to contribute to the sus-tainable development of the place by engaging stakehold-ers in a common effort to enhance a differentiated reputa-

    Several varied elements comprise a Place Marketing pro-gramme depending on specific place conditions and particu-lar local contexts. Most commonly the main elements include image management activities, governance and coordination systems, awareness raising activities, stakeholders analysis and engagement techniques, promotional and advertising tools, public and media relations management and more.

    Definition and aims of Place Branding

    Elements and process of Place Marketing


    tion that will attract target audiences and to create a sense of community that will improve quality of life. Particularly important is the ability of place branding to contribute to building trust, preference and connection through authen-tic stories, signature innovations, and inspiring experiences with a place.

    A place brand is a combination of meanings, values, func-tional and emotional benefits and symbols that distinguish the places offering from competitors offerings and is cre-ated through relations with place target groups and social interactions. Effective place brands have a well-defined and well thought out value proposition composed by different functional, emotional and self-expressive benefits.

    These are combined within the Place Marketing process, which includes the following essential stages: a. Analysis of internal and external environment; b. Definition of strategic vision and positioning;c. Strategy development;d. Implementation of actions;e. Monitoring and measurement.


    Place marketing and place branding are multi- and cross-disciplinary fields of activity that incorporate knowledge and experience from several relevant disciplines including marketing, planning, geography, urbanism, graphic design,

    Specialities necessary for effective Place Marketing

    Place marketing and place branding contribute to the eco-nomic and social development of the place by providing a strategic link between the current realities of the place and the desired vision for the future. They provide a common vision for place stakeholders to join efforts in enhancing the places reputation and maintain the places relevance for the target audiences of residents, visitors and investors over time. Therefore, they are both strategically linked to place making and provide guidance for place development, fostering differentiation, continuity and relevance. Place

    Contribution to place developmentmarketing develops and uses a set of practical tools and incorporates planning and executing a series of projects that contribute to the places strategic aims.

    Place marketing contributes to several areas of a places development potential including tourism development, investment attraction, resident attraction, increase of civic pride and community feeling, enhancement of the places image and reputation, increase of political influence, pro-motion of local products, event organisation.

    cultural planning, architecture, economics, tourism plan-ning and development, sustainable development, advertis-ing and media, sociology, anthropology, public administra-tion, design, media & communications.


    Politics the place marketing process very often relates directly to politicians decisions and election cycle. There is a strong need to educate politicians and place managers what place marketing and branding stand for and to help them understand the importance of putting the place brand strategy at the highest level and not simply as a responsibility of the communica-tions department. This will turn place marketing into a true governance tool. Similarly, the challenge is to help stakeholders understand the complexity and inter-disciplinarity of the domain and to balance between political and private management approaches.

    Measurement it is essential to develop tools for the measu