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What is Place Branding?

The interest in the notion of place branding is on a continious rise: Google entries increased from 17 (Feb 2004) up to approx. 1.5 mio (May 2007). Places, may them be nations, regions, cities or destinations are facing increasing competition for luring talents, investments and tourists. Really basic questions demand distinctive answers and huge efforts for: Why should one live there? Why should one invest there? Why should one visit it? Simply put: What ist he value for those we aim to target? How do we avoid to become interchangable? Now and in the future.

Shaping the image and creating a favourable reputation of a place is what more and more place and policy makers strive for. However, creating long lasting relevance demands visions, efforts and ressources and it is a demanding process. Every place has its preconditions, history, culture and people which is represented through multiple and often contested identities: political groups, civil initiatives stakeholders from all areas a place can offer. Political changes challenge the demand for brand consistence and coherence.

The task in place branding is to find the most unifying yet relevant parts of the constituting identity elements. Culture answers the question "where do we come from?" and identity manifests "what do we stand for?", along with a vision that gives an answer about "where do we want to go?". Based on a thorough analysis and definition of purpose, values and ressources reality has to be brought in line with perceptions. Especially since notions such as ´innovation´, ´creativity´ or ´contrasts´ and ´heart of...´ in relation to places are increasingly dilluted and often lack any substance. Frameworks are needed that help to create and track processes and make efforts measurable and thus comparable.

Contemporary techniques from the world of corporate branding are being employed for achieving this. Methods and tools are shifting towards a ´second wave and branding becomes increasingly grounded in a strategic and cross-functional perspective rather than being marketing and campaign driven. However, meaningful marketing communication, internal and external, remains a key element in order to establish dialogues, interaction and bottom-up initiatives in order to create shared meanings and manifestations. In this sense Public Diplomacy can have a lasting effect in unlocking processes and integrating parties.

When observing the field, in praxis as in science, it is fascinating to see how many disciplines are involved such as architecture, communication, culture, foresight, policy, sociology and urban planning. Making sense of all these insights and activities should be in focus of shaping the future place. The most important point is that Place Branding is not just a single activity. Instead it is an ongoing process and as the French marketing professor Jean Noel Kapferer puts it: "A brand is a long term vision".