mihalis kavaratzis

Place Marketing 101: From place marketing to place branding

Dr. Mihalis Kavaratzis mihalis.kavaratzis@gmail.com

AERA Conference, Budapest, March 2009

Branding Tourism Destinations:

Preconditions and Communication

Dr. Mihalis Kavaratzis mihalis.kavaratzis@gmail.com

AERA Conference, Budapest, March 2009

Talking about...

• From place marketing to place

branding.

• Place branding: What?

• Place branding: How?

• Summing it up... Preconditions

• Summing it up... Process

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Talking about...

• From place marketing to place

branding.

• Place branding: What?

• Place branding: How?

• Summing it up... Preconditions

• Summing it up... Process

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Place Marketing History

1. Place Promotion

2. Place Marketing

3. Place Branding

4. Targets: Visitors, Investors, Residents

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Introduction

Place Branding� Places: perceptions and

images

� Place Marketing: the place’s brand

� Formed through intentional and unintentionalmessages

� Messages guided by a core vision

� Messages based on reality

Introduction

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Talking about...

• From place marketing to place

branding.

• Place branding: What?

• Place branding: How?

• Summing it up... Preconditions

• Summing it up... Process

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Place Branding: What?

� Place branding is a framework to understand, integrate and manage

intentional and unintentional communication and to align it with

reality.

� Place Branding demands understanding the place as a brand, which is

a multidimensional assortment of functional, emotional, relational and

strategic elements that collectively generate a unique set of

associations in the public mind (Aaker 1996).

Place Branding: What?

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Branding Tourism Destinations?

2 Issues

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Talking about...

• From place marketing to place

branding.

• Place branding: What?

• Place branding: How?

• Summing it up... Preconditions

• Summing it up... Process

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Landscape Strategies• Urban design• Architecture• Public Spaces• Public Art

Behaviour•Vision for the city•Quality of Services•Events•Financial incentives

Infrastructure•Accessibility•Cultural Facilities•Tourism Facilities

Organisational Structure•Community networks•PPPs•Citizens’ participation

Primary Communication

Advertising, PR, Graphic Design, Slogans etc

City’s Brand

Secondary Communication

The Theory

Source:

Kavaratzis, 2004

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Landscape Strategies• Urban design• Architecture• Public Spaces• Public Art

Behaviour•Vision for the city•Quality of Services•Events•Financial incentives

Infrastructure•Accessibility•Cultural Facilities•Tourism Facilities

Organisational Structure•Community networks•PPPs•Citizens’ participation

Primary Communication

Advertising, PR, Graphic Design, Slogans etc

City’s Brand

Secondary Communication

Source:

Kavaratzis, 2004

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

The Theory

Landscape Strategies

� Urban Design

� Architecture

� Public Spaces

� Public Art

� Natural Resources

The Practice

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Landscape

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Unification of Archaeological SitesLandscape

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Landscape Strategies• Urban design• Architecture• Public Spaces• Public Art

Behaviour•Vision for the city•Quality of Services•Events•Financial incentives

Infrastructure•Accessibility•Cultural Facilities•Tourism Facilities

Organisational Structure•Community networks•PPPs•Citizens’ participation

Primary Communication

Advertising, PR, Graphic Design, Slogans etc

City’s Brand

Secondary Communication

The Theory

Source:

Kavaratzis, 2004

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Infrastructure

� Transportation

� Communication

� Industrial Facilities

� Cultural Facilities

� Tourist Facilities

The Practice

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Transportation

Infrastructure

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Landscape Strategies• Urban design• Architecture• Public Spaces• Public Art

Behaviour•Vision for the city•Quality of Services•Events•Financial incentives

Infrastructure•Accessibility•Cultural Facilities•Tourism Facilities

Organisational Structure•Community networks•PPPs•Citizens’ participation

Primary Communication

Advertising, PR, Graphic Design, Slogans etc

City’s Brand

Secondary Communication

The Theory

Source:

Kavaratzis, 2004

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Organisational Structure

� Public – Private

Partnerships

� Community Participation

� Administrative Structure

The Practice

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Landscape Strategies• Urban design• Architecture• Public Spaces• Public Art

Behaviour•Vision for the city•Quality of Services•Events•Financial incentives

Infrastructure•Accessibility•Cultural Facilities•Tourism Facilities

Organisational Structure•Community networks•PPPs•Citizens’ participation

Primary Communication

Advertising, PR, Graphic Design, Slogans etc

City’s Brand

Secondary Communication

The Theory

Source:

Kavaratzis, 2004

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

City’s Behaviour

� Vision for the City

� Strategy Adopted

� Services Provided

� Financial Measures

� Events Organised

The Practice

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Behaviour

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Landscape Strategies• Urban design• Architecture• Public Spaces• Public Art

Behaviour•Vision for the city•Quality of Services•Events•Financial incentives

Infrastructure•Accessibility•Cultural Facilities•Tourism Facilities

Organisational Structure•Community networks•PPPs•Citizens’ participation

Primary Communication

Advertising, PR, Graphic Design, Slogans etc

City’s Brand

Secondary Communication

The Theory

Source:

Kavaratzis, 2004

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Secondary Communication

� Visual Identity

� Advertising

� Public Relations

� Publicity

The Practice

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Communications

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Communications

Talking about...

• From place marketing to place

branding.

• Place branding: What?

• Place branding: How?

• Summing it up... Preconditions

• Summing it up... Process

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Preconditions:

1. Get to know (…your self and others)

2. Organise (…your self and others)

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

The example of Amsterdam

• Step 1: Research.

• Step 2: More research!

• Step 3: Even more

research!!

Precondition 1

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

The Result

Precondition 1

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

AB Cohenvoorzitter

DB

Organisatie citymarketing - Kern

DRO

DMO

GHA

Communicatie

OGA

Huffnagel

vice-vz.

Almere

Provincie NH

Aalsmeer Amstelveen

Haarlemmermeer

Zaanstad

Regio

Jorritsma

Amsterdam Partners

ATCB

Amports

AAA

ACP

ARCAM

Kenniskring

AUB

Topsport A’dam

Raad van Convenantpartners

Stevens

voorz.

Impuls Raad Advies donateurs KvK

Bedrijfsleven

EZ

DIVV

Velsen / Ijmuiden

Zandvoort

Precondition 2

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

The process

Source: Kavaratzis, 2009

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com

Köszönöm a figyelmet!

mihalis.kavaratzis@gmail.com

Dr. M. Kavaratzis Place/City Branding mihalis.kavaratzis@gmail.com