|
|
|
Place Branding I by Joshua Smitth
|
|
|
Place Branding I |
|
|
|
Business,Travel & Tourism
|
|
Place Branding is the process of projecting a positive image to a target audience. Places compete with other places for people, resources and business. The struggle for attention and preference is not limited between countries and cities, even within cities there is a heavy competition between e.g. neighborhoods, city centers, shopping malls versus traditional shops, etc. Due to this competition, it is important that every place clearly differentiate itself and to communicate why they are relevant and valued. To give an example. By be the setting in a television show, Leuven (Belgium) became famous. The show highlighted the beautiful, old parts of the city and the fact that actors were seen all the time (for the recordings) was surely helping the city’s tourism. Unlike branding small entities like a product, company or person, Place Branding (nation and city branding) is a complex process. The complexity comes from the great diversity of stakeholders. Place Branding is all about using existing assets of a place and emphasize it. This can also mean that a place brand could be derived from created assets, such as events, policies, abstract concepts (e.g. tolerance) etc. The image that Place Branding puts forward has to be communicated through several communication channels. Thus, these channels vary and range from television ads to internet marketing efforts. The communication has to be aimed at a specific target audience. Place Branding can only be a successful destination brand management if relevant variables, such as quality local services, tourism infrastructures, and other segments are managed in order to achieve a coherent and desired Place Branding identity. To get a popular perception, Place Branding (or destination brand building) has to be booming in communication, and in identification, organization and coordination of all the variables that have in impact on the destination image as well. "> Place Branding (marketing and promotion) is a new umbrella term including nation branding, region branding and city branding. Place Branding is the process of projecting a positive image to a target audience. Places compete with other places for people, resources and business. The struggle for attention and preference is not limited between countries and cities, even within cities there is a heavy competition between e.g. neighborhoods, city centers, shopping malls versus traditional shops, etc. Due to this competition, it is important that every place clearly differentiate itself and to communicate why they are relevant and valued. To give an example. By be the setting in a television show, Leuven (Belgium) became famous. The show highlighted the beautiful, old parts of the city and the fact that actors were seen all the time (for the recordings) was surely helping the city’s tourism. Unlike branding small entities like a product, company or person, Place Branding (nation and city branding) is a complex process. The complexity comes from the great diversity of stakeholders. Place Branding is all about using existing assets of a place and emphasize it. This can also mean that a place brand could be derived from created assets, such as events, policies, abstract concepts (e.g. tolerance) etc. The image that Place Branding puts forward has to be communicated through several communication channels. Thus, these channels vary and range from television ads to internet marketing efforts. The communication has to be aimed at a specific target audience. Place Branding can only be a successful destination brand management if relevant variables, such as quality local services, tourism infrastructures, and other segments are managed in order to achieve a coherent and desired Place Branding identity. To get a popular perception, Place Branding (or destination brand building) has to be booming in communication, and in identification, organization and coordination of all the variables that have in impact on the destination image as well. "> Place Branding (marketing and promotion) is a new umbrella term including nation branding, region branding and city branding. Place Branding is the process of projecting a positive image to a target audience. Places compete with other places for people, resources and business. The struggle for attention and preference is not limited between countries and cities, even within cities there is a heavy competition between e.g. neighborhoods, city centers, shopping malls versus traditional shops, etc. Due to this competition, it is important that every place clearly differentiate itself and to communicate why they are relevant and valued. To give an example. By be the setting in a television show, Leuven (Belgium) became famous. The show highlighted the beautiful, old parts of the city and the fact that actors were seen all the time (for the recordings) was surely helping the city’s tourism. Unlike branding small entities like a product, company or person, Place Branding (nation and city branding) is a complex process. The complexity comes from the great diversity of stakeholders. Place Branding is all about using existing assets of a place and emphasize it. This can also mean that a place brand could be derived from created assets, such as events, policies, abstract concepts (e.g. tolerance) etc. The image that Place Branding puts forward has to be communicated through several communication channels. Thus, these channels vary and range from television ads to internet marketing efforts. The communication has to be aimed at a specific target audience. Place Branding can only be a successful destination brand management if relevant variables, such as quality local services, tourism infrastructures, and other segments are managed in order to achieve a coherent and desired Place Branding identity. To get a popular perception, Place Branding (or destination brand building) has to be booming in communication, and in identification, organization and coordination of all the variables that have in impact on the destination image as well. "> Place Branding (marketing and promotion) is a new umbrella term including nation branding, region branding and city branding. Place Branding is the process of projecting a positive image to a target audience. Places compete with other places for people, resources and business. The struggle for attention and preference is not limited between countries and cities, even within cities there is a heavy competition between e.g. neighborhoods, city centers, shopping malls versus traditional shops, etc. Due to this competition, it is important that every place clearly differentiate itself and to communicate why they are relevant and valued. To give an example. By be the setting in a television show, Leuven (Belgium) became famous. The show highlighted the beautiful, old parts of the city and the fact that actors were seen all the time (for the recordings) was surely helping the city’s tourism. Unlike branding small entities like a product, company or person, Place Branding (nation and city branding) is a complex process. The complexity comes from the great diversity of stakeholders. Place Branding is all about using existing assets of a place and emphasize it. This can also mean that a place brand could be derived from created assets, such as events, policies, abstract concepts (e.g. tolerance) etc. The image that Place Branding puts forward has to be communicated through several communication channels. Thus, these channels vary and range from television ads to internet marketing efforts. The communication has to be aimed at a specific target audience. Place Branding can only be a successful destination brand management if relevant variables, such as quality local services, tourism infrastructures, and other segments are managed in order to achieve a coherent and desired Place Branding identity. To get a popular perception, Place Branding (or destination brand building) has to be booming in communication, and in identification, organization and coordination of all the variables that have in impact on the destination image as well.
Related Articles -
Tourism Strategy, Tourism Strategies, Place Branding, Marketing Destination, Marketing a Country,
|
Rate This Article |
|
|
|
Do you Agree or Disagree? Have a Comment? POST IT!
Reader Opinions |
|
|
|
|
|
|
|
|
Author Login |
|
|
Advertiser Login
ADVERTISE HERE NOW!
Limited Time $60 Offer!
90 Days-1.5 Million Views
|
|
GENE MYERS
Author of four books and two screenplays; frequent magazine contributor. I have four other books "in...more
|
|
|
|
|
TIM FAY
After 60-plus years of living, I am just trying to pass down some of the information that I have lea...more
|
|
|
|
|
LAURA JEEVES
At LeadGenerators, we specialise in content-led Online Marketing Strategies for our clients in the t...more
|
|
|
|
|
STEPHEN BYE
Steve Bye is currently a fiction writer, who published his first novel, ‘Looking Forward Through the...more
|
|
|
|
|
ALEX BELSEY
I am the editor of QUAY Magazine, a B2B publication based in the South West of the UK. I am also the...more
|
|
|
|
|
SUSAN FRIESEN
Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, ...more
|
|
|
|
|
SHALINI MITTAL
A postgraduate in Fashion Technology. Shalini is a writer at heart! Writing for her is an expression...more
|
|
|
|
|
ADRIAN JOELE
I have been involved in nutrition and weight management for over 12 years and I like to share my kn...more
|
|
|
|
|
JAMES KENNY
James is a Research Enthusiast that focuses on the understanding of how things work and can be impro...more
|
|
|
|