By Robert; Go, Frank M. Govers

The subject of position branding is relocating from infancy to youth. Many cities, and international locations have already tested their position model and this good documented new booklet brings the basics of position branding jointly in an academic format yet is while helpful for perform.

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Additional resources for Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced

Sample text

To build the networks needed for consistent imaging of place across sectors and pressure groups, and to create a strong identity in a versatile online environment, place branding might just hold one of the keys (Govers and Go 2003; Van Ham 2001). Anholt (2002) supports this idea when he states: ‘As brands gradually become the dominant channel of communication for national identity, it becomes ever more vital to push other channels – by encouraging first-hand experience via tourism; by the careful management of international perceptions of a nation’s foreign policy decisions; and by the representation of national culture’ (pp.

Therefore this book presents an alternative model dealing with emerging issues regarding the way that place identities are constructed, imagined and experienced, under conditions of seemingly pertinent discontinuity and interactivity. Already it seems apparent that this requires an approach positioned at the interface of strategic marketing, and information and communication technology (ICT) from a marketing channel and consumer focus (Van Bruggen 2001; see also Chapter 3), because the question that many in this increasingly virtual and globalized world are asking is, ‘Where is the sense of place’?

Both destination branding and place branding could include country, region or city branding. To add to the complexity, product or corporate brands may often be designed using a clean sheet of paper on which to create their ‘identities’, but this cannot happen with places: They have personalities already moulded and constrained by history and preconceptions. They consist of a broad heterogeneous range of personalities that will cause confusion and are likely to resist being shoehorned into a homogeneous mould.

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