Starting with Your Place Brand

The decision to undertake and implement a Place Brand Strategy is crucial for effective management of a place brand. The purpose of this class is to provide students with the necessary skills to manage the process effectively by understanding the following key points:

• The importance of effective and strategic management in implementing a place brand strategy.
• Planning and executing implementation effectively to achieve desired outcomes.
• Utilizing effective strategic management practices to involve stakeholders and the Place Brand Management Team (PBMT) for successful implementation.

By the end of the masterclass, learners will have a clear understanding of why strategic management is essential, how to plan and implement strategies effectively, and how stakeholders and the PBMT can collaborate to ensure successful implementation of place brand strategies.

Resources for Download

Hassan, S., Mahrous, A.A., 2019. Nation branding: the strategic imperative for sustainable market competitiveness. Journal of Humanities and Applied Social Sciences 1, 146–158. https://doi.org/10.1108/JHASS-08-2019-0025

Moilanen, T., and S. Rainisto. How to Brand Nations, Cities and Destinations : A Planning Book for Place Branding, Palgrave Macmillan UK, 2008.

Note Taking Sheet and Action Prompts

Further Potential Reading

1. How to sell a country: the booming business of nation branding | Travel & leisure | The Guardian
2. City Branding : The Seven habits | MIPIM-World Blog (mipimworld.com)
3. Anholt, S., 2007. Competitive Identity: The New Brand Management for Nations, Cities and Regions. Palgrave Macmillan, Basingstoke England; New York.
4. Aronczyk, M., 2013. Branding the Nation: The Global Business of National Identity. OUP USA, Oxford; New York.
5. Ashworth, G., Kavaratzis, M., 2010. Towards Effective Place Brand Management: Branding European Cities and Regions. Edward Elgar Publishing.
6. Campelo, A. (2017) Handbook on Place Branding and Marketing. Cheltenham, Gloucestershire: Edward Elgar Publishing.
7. Go, F.M., Lemmetyinen, A., Hakala, U. (Eds.), 2015. Harnessing Place Branding through Cultural Entrepreneurship. AIAA, Basingstoke, Hampshire; New York, NY.
8. Lorentzen, A., Carsten, J. (Eds.), 2012. The City in the Experience Economy: Role and Transformation. Routledge, Abingdon, Oxon.
9. Valaskivi, K., 2016. Cool Nations: Media and the Social Imaginary of the Branded Country. Routledge.