PLACE BRANDING
3-gap model
Place Brand
Strategy Gap
Performance Gap
Place Brand
Place Brand
Satisfaction Gap
Design?
Freedom & Opportunity?
Quality Engineering?
Fixed elements
Flexible elements
Examples of inherently strong brands
Fixed      Semi-fixed         Signifying     Coloring
Elements
Identity of place
Projected image
Perceived image
Besides functional aspects experience is:
Multi-sensory
Social
Emotional
Fantastic
Product offering
Tourism     Trade    Treasury     Talent
Experience
(digital) tv
film
newspapers
brochures
digital or virtual brochures
virals
interactive advertisements
websites
video on web
video
in-game advertising
advergaming
tagging
direct mail
search engines
email newsletters
mapping & mash-ups
user generated content
recommender systems
dynamic packaging
personalised trip planners
(search engine) online advertising
advertising
rss/atom
travel agencies
telephone
skype
aggregators/portals
satellite navigation
mobile internet
podcasts
location based (mobile) services
(guide) books
local guides
sign-up to meet a local
sms/texting
email
tweets
blogs
vlogs
postcards
ecards
photo/video sharing
ratings and reviews
word of mouth
social and professional networds
wikis
citizen journalism
magazines
virtual worlds
popular culture
news media
http://www.pomegranatephone.com/
Wales was suffering from a weak image:
Corny
Wet
Remote
Sheep farms
Cooperation & internal branding
country
http://www.walesthebrand.com/en/content/cms/the_wales_brand/the_wales_brand.aspx
globalisation
Globalisation is caused by international flows of:

Money
Media
People
Technology
It is becoming increasingly difficult to compete based on:

Accessibility
Knowledge and innovation
Service
Price
SENSE OF
urgency
=
place
What is the relevance of place?:

Stability  & safety (reputation)

Belonging                       (identity)

Authenticity                               (Slow movement)
so what is it?
Understanding Place Branding
Robert Govers
Placebrandz
Marketing communication
Mega-events (Olympics, FIFA World Cup, Expo's)
Public Diplomacy
Media Relations
with audio
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End of Part 1
To learn about the essentials and how to apply all this in practice, watch Part 2 (of 2), by clicking on this link:
http://prezi.com/lejayivjb9lj/understanding-place-branding-part-2-of-2/
with audio