Place branding

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Place branding (or destination branding) is a relatively new umbrella term encompassing Nation Branding, Region Branding and City Branding. The term was first coined by Simon Anholt in 2001 [1] and was further developed by Seppo Rainisto.[2] Place Branding does not merely stick on new labels, but consolidates the essential characteristics of the individual identity into a brand core.[3] At the same time, it sets social processes in motion, which can nuance, strengthen or correct foreign perceptions. The routine development of mechanisms leading to a strong and consistent brand is highly important for Place Branding. [4] Such development doesn’t merely promote a core message, a logo or a claim, to the public but additionally communicates the Place Brand on a long-term basis using a consistent communication concept. [5] The struggle for attention and preference is not limited to the contest between one city and another. Places within cities are also in fierce competition with each other: city centersvs. neighbourhoods, big box retailers vs. main streets, shopping malls vs. traditional downtowns. This heightened competitive environment makes it imperative for places, no matter their size or composition, to clearly differentiate themselves and to convey why they are relevant and valued options. In 2005, the International Association of Convention and Visitors Bureau published a book on the subject called "Destination BrandScience," co-written by a destination marketing veteran Gary C. Sherwin that emphasized that brand development was not a logo or tagline, but rather a commitment to a community wide strategy on what differentiated the community from others as well as a community wide effort to effectively communicate and create that unique destination experience for the customer. Rather than advertising based, this brand effort focused on delivering an exceptional experieince that was memorable and emotional.[6]

[edit] References

  1. ^ "Destination Branding: Creating the Unique Destination Proposition, Edited by Nigel Morgan, Annette Pritchard and Roger Pride, Oxford, UK, Butterworth Heinemann 2002
  2. ^ "Success Factors of Place Marketing: A Study of Place Marketing Practices in Northern Europe and the United States by Seppo K. Rainisto, 2003
  3. ^ "Branding territor y: Inside the wonderful worlds of PR and IR theor y, Millennium, 31, 2, 249–269, by Peter Van Ham, 2002
  4. ^ "Building Reputation - Communicating Identity. Identity and the Place Branding Process" by Marie Spiekermann, 2007
  5. ^ Place Branding: A Review of Trends and Conceptual Models, The MarketingReview, 5, 4, 329–342, by M. Kavaratzis, M., 2005
  6. ^ http://www.amazon.com/Destination-Branding-Small-Cities-Baker/dp/0979707609/ref=pd_bbs_sr_1/104-7361784-6031156?ie=UTF8&s=books&qid=1188055870&sr=8-1 "Destination Branding for Small Cities" 17, by Bill Baker, 2007

Brian Lonsway, “The Experience of a Lifestyle,” pp. 225-246 in The Themed Space: Locating Culture, Nation, and Self, ed. Scott A. Lukas (Lanham, MD, Lexington Books, 2007), ISBN: 0739121421

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Destination BrandScience, Duane Knapp and Gary Sherwin, 2005 International Association of Convention and Visitors Bureaus

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