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
Introduction
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 unintentional messages
Messages guided by a core vision
Messages based on reality
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: 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).
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
2 Issues
Branding Tourism Destinations?
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
The Theory
Advertising, PR, Graphic Design, Slogans etc
Secondary Communication
Primary Communication
Landscape Strategies • • • •
Urban design Architecture Public Spaces Public Art
Behaviour •Vision for the city •Quality of Services •Events •Financial incentives
City’s Brand Organisational Structure •Community networks •PPPs •Citizens’ participation
Infrastructure •Accessibility •Cultural Facilities •Tourism Facilities
Source: Kavaratzis, 2004 Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
The Theory
Advertising, PR, Graphic Design, Slogans etc
Secondary Communication
Primary Communication
Landscape Strategies • • • •
Urban design Architecture Public Spaces Public Art
Behaviour •Vision for the city •Quality of Services •Events •Financial incentives
City’s Brand Organisational Structure •Community networks •PPPs •Citizens’ participation
Infrastructure •Accessibility •Cultural Facilities •Tourism Facilities
Source: Kavaratzis, 2004 Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
The Practice
Landscape Strategies
Urban Design Architecture Public Spaces Public Art Natural Resources
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
Landscape
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
Landscape
Dr. M. Kavaratzis
Unification of Archaeological Sites
Place/City Branding
mihalis.kavaratzis@gmail.com
The Theory
Advertising, PR, Graphic Design, Slogans etc
Secondary Communication
Primary Communication
Landscape Strategies • • • •
Urban design Architecture Public Spaces Public Art
Behaviour •Vision for the city •Quality of Services •Events •Financial incentives
City’s Brand Organisational Structure •Community networks •PPPs •Citizens’ participation
Infrastructure •Accessibility •Cultural Facilities •Tourism Facilities
Source: Kavaratzis, 2004 Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
The Practice
Infrastructure Transportation Communication Industrial Facilities Cultural Facilities Tourist Facilities
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
Infrastructure
Transportation
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
The Theory
Advertising, PR, Graphic Design, Slogans etc
Secondary Communication
Primary Communication
Landscape Strategies • • • •
Urban design Architecture Public Spaces Public Art
Behaviour •Vision for the city •Quality of Services •Events •Financial incentives
City’s Brand Organisational Structure •Community networks •PPPs •Citizens’ participation
Infrastructure •Accessibility •Cultural Facilities •Tourism Facilities
Source: Kavaratzis, 2004 Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
The Practice
Organisational Structure
Public – Private Partnerships Community Participation Administrative Structure
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
The Theory
Advertising, PR, Graphic Design, Slogans etc
Secondary Communication
Primary Communication
Landscape Strategies • • • •
Urban design Architecture Public Spaces Public Art
Behaviour •Vision for the city •Quality of Services •Events •Financial incentives
City’s Brand Organisational Structure •Community networks •PPPs •Citizens’ participation
Infrastructure •Accessibility •Cultural Facilities •Tourism Facilities
Source: Kavaratzis, 2004 Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
The Practice
City’s Behaviour
Vision for the City Strategy Adopted Services Provided Financial Measures Events Organised
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
Behaviour
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
The Theory Advertising, PR, Graphic Design, Slogans etc
Secondary Communication
Primary Communication
Landscape Strategies • • • •
Urban design Architecture Public Spaces Public Art
Behaviour •Vision for the city •Quality of Services •Events •Financial incentives
City’s Brand Organisational Structure •Community networks •PPPs •Citizens’ participation
Infrastructure •Accessibility •Cultural Facilities •Tourism Facilities
Source: Kavaratzis, 2004 Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
The Practice
Secondary Communication
Visual Identity Advertising Public Relations Publicity
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
Communications
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
Communications
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
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
Precondition 1
The example of Amsterdam
• Step 1: Research. • Step 2: More research! • Step 3: Even more research!!
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
Precondition 1
The Result
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
Precondition 2
Organisatie citymarketing - Kern
Almere
Aalsmeer
Provincie NH
Amstelveen
Haarlemmermeer
Velsen / Ijmuiden
Zaanstad Zandvoort
AAA
Regio rs tp e o C n v d a R
GHA
Cohen voorzitter
AB DMO
Amports ACP
DB ARCAM
Jorritsma n s e v tS
EZ
o v rz .
-z .v
Amsterdam Partners
H u fn lg a e
e ic v
Communicatie DRO
ATCB
OGA
Kenniskring
DIVV
AUB
Bedrijfsleven Impuls
Dr. M. Kavaratzis
Raad Advies
donateurs
Place/City Branding
KvK
Topsport A’dam
mihalis.kavaratzis@gmail.com
The process
Source: Kavaratzis, 2009
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com
Kรถszรถnรถm a figyelmet! mihalis.kavaratzis@gmail.com
Dr. M. Kavaratzis
Place/City Branding
mihalis.kavaratzis@gmail.com