1. The document discusses place branding tendencies and challenges. 2. It explores how places can use branding as a tool for self-identification and public diplomacy in a globalized world of increased competition, speed, and a need to define identity. 3. Key challenges addressed are determining who should manage the place brand, how to satisfy the needs of different audiences, which types of places have the strongest identities, and whether product branding tools can effectively be used to brand places.

1. Place branding.
Tendencies
and challenges.
by Vasily Dubeykovskiy.
Davos. February 2012.

2. Places in globalizing world
COMPETITION SPEED IDENTITY
For information, Shortage of time Find itself in
talents, investors and cosmopolitism a global world
and tourists

3. Place branding tendencies
1 2 3
Self- new way of new tool for
Identification PUBLIC PLACE
through the place DIPLOMACY RENAISSANCE

4. Place branding challenges
Who? HOW? WHAT? WHy?
Which? CAN WE?

5. Place branding challenges
Who? ...should manage place brand?
CITIZENS/ DESIGN/
GOVERNMENT/ MARKETING/
SPECIALISTS PR

6. Place branding challenges
HOW? ...to marry the requests
of 5 audiences?
CITIZENS TOURISTS GOVERNMENT INVESTORS potential
inhabitants

7. Place branding challenges
WHICH? ...places has really powerful
identity?
COUNTRY REGION CITY AREA

8. Place branding challenges
CAN WE? ...leverage product branding
tools to brand the place?
GEOGRAPHY HISTORY PATH IDENTITY
DEPENDENCY

9. Place branding challenges
WHAT? ... is place branding?