This phenomenon has been labeled “place branding,” “geo-branding” and “destination marketing” among other labels. In some respects, branding places is no different than branding anything else. Finding the most powerful and unique image for the place (“unique value proposition” or “brand position”) is the most important activity.
We have received and responded to hundreds of Request For Proposals over the years. Many of those RFP’s have come from municipalities and that are interested in community branding and destination marketing. It has been my observation that municipalities in general are less certain about what they are seeking and how to ask for it.
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The Blake Project delivers brand education workshops around the world. We also work with municipalities in helping them release the full potential of their brands. With these experiences we are pleased to offer an in depth two day workshop on Place Branding with an optional third day consulting intensive.
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As anyone involved with branding municipalities knows, there are three primary audiences for municipalities – residents, businesses and tourists. (There are other audiences as well, but for the sake of simplicity, I will focus on these audiences.)
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The World Cup approaches and, once again, the English nation hopes against hope that it can win the tournament and finally end 44 years of hurt. Meanwhile, in South Africa the dreams are just as bold but aimed in a very different direction. FIFA’s World Cup presents its hosts with, what they believe to be, their biggest ever opportunity to build a stronger country brand.
Just as a product with brand vitality will better compete and succeed, so too will a nation with a strong brand. Perceptions about an entire nation will be vast. In evaluating stakeholders’ perceptions of a country, marketers should look for and evaluate the following characteristics when surveying stakeholders impacting the perceptions of a country:
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