Place Branding

108 Pages·2015·12.24 MB·English

Poznan BestPlace Case study
Summit • The New Barcelona Brand Strategy
— Juan Carlos Belloso
Place Marketing • Cascais Brand Architecture
Manifesto — Joao R. Freire
• Country Brand Colombia
Interview — Raquel Goulart
• Juan Carlos Belloso • City of Peace and Justice
• Martin Boisen — Robert Govers
• Joao R. Freire • Australia’s New World City?
• Raquel Goulart — Andrea Insch
• Robert Govers • X-Boarder Place Branding
• Björn P. Jacobsen — Björn P. Jacobsen
• Mihalis Kavaratzis • »This is Athens«
• Manolis Psarros — Manolis Psarros
• Stefan Roesch • »Britain is GREAT«
• Gildo Seisdedos — Stefan Roesch
• Sebastian Zenker • Oman National Spatial Strategy
— Gildo Seisdedos
• Hamburg Metropolitan Brand
— Sebastian Zenker
Poznań Best Place Summit
BEST PLACE INSTITUTE
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Poland
In September 2014
the experts from the Best Place -
European Place Marketing Institute
met in Poznań to discuss the
current challenges of place
marketing and to pave the way for
progress in this area. Although
place marketing is a relatively
well-established academic and
practical discipline, it seems to have
reached a hiatus and, in our opinion
it needs new ideas and energy to
move it forward.
POZNAŃ BEST PLACE SUMMIT BEST PLACE INSTITUTE © 2015
Meanwhile, various experiences
have demonstrated there is a need
for systematization of the concept,
and above all for presenting its
usefulness and defining the
challenges, together with setting
directions for further research and
analyses in the realm of place
marketing.
POZNAŃ BEST PLACE SUMMIT BEST PLACE INSTITUTE © 2015
Best Place
EUROPEAN PLACE
MARKETING INSTITUTE
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Poland
The Best Place - European Place Marketing Institute, as an interdisciplinary
society of experts working actively for the development of places, took the
opportunity to initiate and boost an intense discussion about the current state
of place marketing and branding, both in theory and practice. The synergy of
knowledge, practical experience and skills of Best Place and the invited experts
have resulted in the publication we present here.
The experts have drawn up the ‘Place Marketing Manifesto’, which includes the
Definition and Aims of Place Marketing and Place Branding, Elements and
Process of Place Marketing, Contribution to Place Development, Skills Necessary
for Effective Place Marketing and The Major Challenges and Research Agenda
for Place Marketing.
The participants of the Poznań Best Place Summit also present here interesting
case studies on particular places, as well as share their opinions in interviews.
We hope you find this report useful and inspiring.
Best Place Institute Board of Directors
• Adam Mikołajczyk
• Magdalena Florek
• Jarosław Górski
POZNAŃ BEST PLACE SUMMIT BEST PLACE INSTITUTE © 2015
Place Marketing
Manifesto
POLAND
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Best Place
European Place Marketing Institute