Place branding

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You are where you live?
“Your place is known for something”

Place branding: pardon …..?
City branding
Region branding
Nation branding
Destination branding

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
domain
Associations 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
usage
Turn weaknesses into strengths

Organizational structure
Commitment without democracy

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!

Bronnen
Simon Anholt
Rik Riezebos (Eurib.org)
SWOCC.nl
Volg de sneeuwbalmethode