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?