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Place Brand II by Joshua Smitth
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Place Brand II |
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Business,Travel & Tourism
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A Place Brand, that’s a term which is used appropriately and inappropriately, it appears more and more in the communication sectors. But what is it exactly. A ‘place’ brand, it sure seems easy to define, but it isn’t. Because, how do you accurately define ‘place’ and that’s the problem. A ‘place’ can be everything. A country, a region, even a province or a building. So, 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. Quick recap, a Place Brand is a brand you create for anything that can be visited by people. That’s what it’s all about, to brand a place means to make it attractive for possible clients, visitors, or even for the inhabitants. To build up a Place Brand, you have to swift through the existing visions, facts, figures and views for the place and define a core that’s authentic, creative, compelling and preferably attractive. Keep in mind that ‘less is often more’. Part of a Place Brand is to promote what you stand for. Your target audience has to experience your brand in a positive manner. So, it’s not smart to emphasize something your place is not. Does your country have many deserted beaches, then promote ‘forgotten paradises’ as your personal Place Brand. Now you are aiming for people who seek silence, enjoy nature and appreciate the small things. It’s very important that you define your audience. You cannot reach everyone, so mark out the people who you want to reach and focus on them by emphasizing their special needs. Every asset of a place can be emphasized. A Place Brand can be anything. It can be derived from a festival, deserted beaches, policies, abstract assets.
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