Place brand management (eduardo oliveira)

Place Brand Management and the New

Challenges for Urban Spaces.

Development and Competitiveness in

the North of Portugal Eduardo Oliveira

http://eduardoo.pt.vu

:::Urban Development and Politics in Europe and Russia:::

::International Conference, St. Petersburg State University::

:October 29, 2011:

•The research topic•The geographical area•The concepts•The research objectives •The research strategy•Final remarks

Past

People

Heritage and culture

International Iberian Nanotechnology Laboratory

3B’s Research Group

Research & Development Knowledge &

Innovation

Events, networking & cooperation

Future

Residents

Investment

Markets

Compete

Branding

Tourists

Events

Management

Marketing

Strategy

Attract Stimulate

“It is accepted that place marketing can be treated as an instrument of place management undertaken in pursuit of objectives that relate to the management of the place”.

(Ashworth and Voogd, 1990)

Place promotion

Place marketing has emerged as a powerful instrument in place management:

Planning instrument

Place management planning in the collective interest

(Kavaratzis and Ashworth, 2008, 2010)

As branding tool / branding philosophy for managing places.

The concepts

Start

“A place brand strategy therefore is a plan for defining the most realistic, most competitive and most compelling strategic vision for the place”. (Anholt, 2003)

The concepts

Strategy

Competitiveness

Differentiation

Projection

Competitive place

advantage

Strategic marketing

Geopolitical position

“One of the purposes of place branding process is to create strategies to promote “the place” for several activities and, in some cases, to “sell” parts of the place (country, region, city) for living, consuming and productive activities.”(Smyth 2005)North of Portugal

Urban spaces

The concepts

Exchange relationships between other geographical unities, in order to:

• Enhance their strengths;• Earn competitive advantage; • Achieve progress, and• Multisector development.

Place branding strategy

Management tool

The concepts

Portugal

North

Viana do Castelo

Porto

Braga

Guimarães

Bragança

Vila Real

Urban Spaces

To clarify the importance of place branding theory to:

To clarify the importance of place management to:

To make an important contribution to:

Effective and efficient place management tool

Achieving competitiveness and development

To strengthen place identity and cohesion.

Academic research and practical knowledge

The research objectives

In Portugal, it is essential to recognize the importance of territorial competitiveness, a place management strategy to face the changes and a structured way of enabling economic and social development. “The city government agencies

continue to ignore the possibility of establishing a joint branding strategy or developing any sort of substantive place management collaboration “.(Ribeiro 2006: 22).

The research strategy

Heritage Knowledge Events

Past Present Future

Working on brand strategies can be an effective way to make strong relations, facing unsolved issues and:

Knowledge

Achieving competitiveness and development ‗ objective

The research strategy - benchmark

Randstad Holland

“Public government of Randstad Holland is shared between the state, four provinces, two hundred of municipalities (including the four major cities of the Netherlands), and a dozen water management boards, while public transport is taken care of by a mix of municipal, private and state transport.1”

Create vigorous urban regions that can survive

in world competition.(Batten 1995) http://www.randstadregion.eu/

The research strategy

Past People Heritage & culture

Research & Development

Knowledge & InnovationEvents, networking

Places Urban Spaces

Present

Future

The research strategy

Concept of place branding, expounding the unresolved issues around its multiple goals, reinforcing the concept as a strategic marketing activity and as a preeminent tool for urban development, regional planning and place management.Common brand strategy with

consequent management goals.

North of Portugal

The research strategy

Viana do Castelo

Porto

BragaGuimarães

Bragança

Vila Real

Network, collaboration & cooperative work

Final remarks

Place branding Place management

tool

Improve the place image

Stimulate urban development

Attract visitors & Investment

Brand strategy

Place branding is the management

of place image through strategic

innovation and coordinated

economic, commercial, social,

cultural, and government policy.

Anholt, 2007

- Thank you -