Transcript of "Place brand management (eduardo oliveira)"
Place Brand Management and the New Challenges for Urban Spaces. Development and Competitiveness in the North of Portugal Eduardo Oliveira http://eduardoo.pt.vu ::: Urban Development and Politics in Europe and Russia ::: ::International Conference, St. Petersburg State University:: :October 29, 2011:
<ul><li>The research topic </li></ul><ul><li>The geographical area </li></ul><ul><li>The concepts </li></ul><ul><li>The research objectives </li></ul><ul><li>The research strategy </li></ul><ul><li>Final remarks </li></ul>
<ul><li>“ It is accepted that place marketing can be treated as an instrument of place management undertaken in pursuit of objectives that relate to the management of the place ”. </li></ul><ul><li>(Ashworth and Voogd, 1990) </li></ul>
Place promotion Place marketing has emerged as a powerful instrument in place management : Planning instrument Place management planning in the collective interest <ul><ul><ul><ul><ul><li>(Kavaratzis and Ashworth, 2008, 2010) </li></ul></ul></ul></ul></ul>As branding tool / branding philosophy for managing places. The concepts Start
“ A place brand strategy therefore is a plan for defining the most realistic , most competitive and most compelling strategic vision for the place”. (Anholt, 2003) The concepts Strategy Competitiveness Differentiation Projection Competitive place advantage Strategic marketing Geopolitical position
“ One of the purposes of place branding process is to create strategies to promote “the place” for several activities and, in some cases, to “sell” parts of the place (country, region, city) for living , consuming and productive activities . ” (Smyth 2005) The concepts North of Portugal Urban spaces
<ul><li>Exchange relationships between other geographical unities, in order to: </li></ul><ul><li>Enhance their strengths; </li></ul><ul><li>Earn competitive advantage; </li></ul><ul><li>Achieve progress, and </li></ul><ul><li>Multisector development. </li></ul>Place branding strategy Management tool The concepts
Portugal North Viana do Castelo Porto Braga Guimarães Bragança Vila Real Urban Spaces
To clarify the importance of place branding theory to: To clarify the importance of place management to: To make an important contribution to: Effective and efficient place management tool Achieving competitiveness and development To strengthen place identity and cohesion. Academic research and practical knowledge The research objectives
In Portugal, it is essential to recognize the importance of territorial competitiveness , a place management strategy to face the changes and a structured way of enabling economic and social development . “ The city government agencies continue to ignore the possibility of establishing a joint branding strategy or developing any sort of substantive place management collaboration “. (Ribeiro 2006: 22). The research strategy Heritage Knowledge Events Past Present Future
Working on brand strategies can be an effective way to make strong relations, facing unsolved issues and: Knowledge Achieving competitiveness and development ‗ objective The research strategy - benchmark Randstad Holland “ Public government of Randstad Holland is shared between the state, four provinces, two hundred of municipalities ( including the four major cities of the Netherlands ), and a dozen water management boards, while public transport is taken care of by a mix of municipal, private and state transport.1” Create vigorous urban regions that can survive in world competition . (Batten 1995) http://www.randstadregion.eu/
The research strategy Past People Heritage & culture Research & Development Knowledge & Innovation Events, networking Places Urban Spaces Present Future
The research strategy Concept of place branding , expounding the unresolved issues around its multiple goals, reinforcing the concept as a strategic marketing activity and as a preeminent tool for urban development, regional planning and place management. Common brand strategy with consequent management goals. North of Portugal
The research strategy Network, collaboration & cooperative work Viana do Castelo Porto Braga Guimarães Bragança Vila Real
Final remarks Place branding Place management tool Improve the place image Stimulate urban development Attract visitors & Investment Brand strategy
Place branding is the management of place image through strategic innovation and coordinated economic, commercial, social, cultural, and government policy. Anholt, 2007 - Thank you -
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