Lecture 7: Place Branding

6 Things That Can Be Branded

1. Product

2. Service

3. Organisation

4. Place

5. People

6. Idea

Place Branding

• process of (re)constructing place identities

• Network of associations; culture, identity, history, nature, sites, people architecture

4 Types of Place Branding

1. Nation

2. Destination

3. City

4. Region

Place Brand Management

• Activities of development, management, policy, and innovation

• Planning (updating and renewing) in order to create competitiveness

• Sustainable development

• Identify the strongest assets and build the story of the place

• Marketing and communications are essential

• Local community involvement

5 Main Outcomes of Place Branding

1. Attracting Inward Investment

2. Tourism

3. Arts and Culture

4. Repositioning a Place

5. Urban/Rural Development

Country of Origin

it represents the country of manufacture, production, design, or brand origin

COO & Place Branding

• Linkage between place and product lead to broader insights in terms of city branding in the international context

  Implications of COO for city branding practitioners and policy-makers

Future Brand Index (2020)

They identify the main drivers for success and explore how effective country branding is. Confidence in what that country has to offer can provide a tangible competitive advantage.

Future Brand Index Diagram

Nation Brands Diagram

Limitations of Place Branding

• Over-simplification of nations, places, people

• Links to negative feelings → nationalism, exclusion, sanitisation