Place branding

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Preparation for Antwerp trip 2007

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Place branding

  1. 1. Place branding
  2. 2. YouTube - Máxima de Nederlander bestaat niet
  3. 3. You are where you live? “Your place is known for something”
  4. 4. Place branding: pardon …..? City branding Region branding Nation branding Destination branding
  5. 5. 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
  6. 6. 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
  7. 7. “Challenges” Who owns it? Place branding is in the public/private domain Associations go all the way
  8. 8. Branddesign and -carriers* See – First Impressions – Landmarks – Social Economic Infrastructure – Icons *Rik Riezebos, 2007
  9. 9. Hear Nickname, anthem
  10. 10. Feel History
  11. 11. Taste National, regional cooking/recepies
  12. 12. Smell Green green grass of home?
  13. 13. Brandmanagement* Brandarchitecture – What arena do you choose? – Level of political government, who’s leading who? *Rik Riezebos, 2007
  14. 14. Positioning Marketing vs Sales (UMP's vs USP’s) Create themes and concepts for multiple usage Turn weaknesses into strengths
  15. 15. Organizational structure Commitment without democracy
  16. 16. Let’s go to Antwerp !! What are A’s icons? What creates its identity? How do you experience Antwerp? Who are the stakeholders and what would they expect from Antwerp? What are you looking for April 10 - 12? What do you deliver? Create a timetable and banchmarkagenda!
  17. 17. Bronnen Simon Anholt Rik Riezebos (Eurib.org) SWOCC.nl Volg de sneeuwbalmethode

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