Place Branding The Challenges of Getting It Right: Coping ...
Pace branding tendecies and challenges
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Transcript of Pace branding tendecies and challenges
Place branding. Tendencies and challenges.
by Vasily dubeykoVskiy. davos. February 2012.
Find itself in a global world
shortage of time and cosmopolitism
For information, talents, investors
and tourists
coMPeTiTion sPeed idenTiTy
Places in globalizing world
Vasily dubeykoVskiyPlace branding researcher, MOSCOW BUSINeSS SCHOOl (MIRBIS)
Traveler and city-researcher, author and lecturer of geographic course in Moscow
state university evening school. vasily has graduated the Moscow state univer-
sity (economics) and obtained Master’s degree in Marketing at Moscow business
school Mirbis. he worked as brand-manager in FMcg sector for local and global
companies in Moscow. currently he works on his Ph.d thesis on city branding and
participates in the brand-building of several russian cities.
new tool for Place
renaissance
new way of Public
diPloMacy
Self-idenTiFicaTion
through the place
1 2 3
Place branding tendencies
who?which? can we?
how? whaT? why?
Place branding challenges
...should manage place brand?
ciTizens/governMenT/
sPecialisTs
design/MarKeTing/
Pr
who?
Place branding challenges
how? ...to marry the requestsof 5 audiences?
TourisTs governMenT invesTors PoTenTialinhabiTanTs
ciTizens
Place branding challenges
which? ...places has really powerful identity?
region ciTy areacounTry
Place branding challenges
can we?
hisTory PaThdePendency
idenTiTygeograPhy
Place branding challenges
...leverage product branding tools to brand the place?
Place branding challenges
... is place branding?whaT?