mihalis kavaratzis
DESCRIPTION
Place branding is a popular practice all across Europe. However, its true nature and scope remain vaguely delineated in terms of both theoretical development and practical implementation. This presentation introduces the concept of place branding and relates it to the more general notion of place marketing. The presentation answers to several essential questions: What is place branding? Why is it beneficial for places? What are the preconditions necessary for its effective implementation? How can it be applied successfully in practice? The presentation uses examples of place branding practice from several European cities to illustrate the above issues.TRANSCRIPT
Place Marketing 101: From place marketing to place branding
Dr. Mihalis Kavaratzis [email protected]
AERA Conference, Budapest, March 2009
Branding Tourism Destinations:
Preconditions and Communication
Dr. Mihalis Kavaratzis [email protected]
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 [email protected]
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 [email protected]
Place Marketing History
1. Place Promotion
2. Place Marketing
3. Place Branding
4. Targets: Visitors, Investors, Residents
Dr. M. Kavaratzis Place/City Branding [email protected]
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 [email protected]
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 [email protected]
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 [email protected]
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 [email protected]
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 [email protected]
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 [email protected]
The Theory
Landscape Strategies
� Urban Design
� Architecture
� Public Spaces
� Public Art
� Natural Resources
The Practice
Dr. M. Kavaratzis Place/City Branding [email protected]
Unification of Archaeological SitesLandscape
Dr. M. Kavaratzis Place/City Branding [email protected]
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 [email protected]
Infrastructure
� Transportation
� Communication
� Industrial Facilities
� Cultural Facilities
� Tourist Facilities
The Practice
Dr. M. Kavaratzis Place/City Branding [email protected]
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 [email protected]
Organisational Structure
� Public – Private
Partnerships
� Community Participation
� Administrative Structure
The Practice
Dr. M. Kavaratzis Place/City Branding [email protected]
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 [email protected]
City’s Behaviour
� Vision for the City
� Strategy Adopted
� Services Provided
� Financial Measures
� Events Organised
The Practice
Dr. M. Kavaratzis Place/City Branding [email protected]
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 [email protected]
Secondary Communication
� Visual Identity
� Advertising
� Public Relations
� Publicity
The Practice
Dr. M. Kavaratzis Place/City Branding [email protected]
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 [email protected]
Preconditions:
1. Get to know (…your self and others)
2. Organise (…your self and others)
Dr. M. Kavaratzis Place/City Branding [email protected]
The example of Amsterdam
• Step 1: Research.
• Step 2: More research!
• Step 3: Even more
research!!
Precondition 1
Dr. M. Kavaratzis Place/City Branding [email protected]
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 [email protected]
