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place branding
Place branding (including place marketing and place promotion) is a new umbrella term encompassing nation branding, region branding and city branding.〔("City branding: a state-of-the-art review of the research domain" ), produced by Andrea Lucarelli and Per-Olof Berg, Journal of Place Management and Development, Vol. 4 Iss: 1, pp.9 - 27, 2011〕 Place branding is the process of image communication to a target market. It is invariably related to the notion that places compete with other places for people, resources, and business; the global competition of cities is estimated to host 2.7 million small cities/towns, 3,000 large cities, and 455 metropolises〔"Understanding Sustainable Cities: Competing Urban Futures", written by Simon Guy & Simon Marvin, University of Newcastle, European Urban and Regional Studies 6(3) 1999]〕〔("Global Market of Cities" ), produced by Metti & Bronner 2011〕〔Competitive Advantage of Nations, written by Michael E. Porter, Harvard University Business School, Free Press 1998〕〔"Competitive Identity", written by Simon Anholt, Palgrave Macmillan 2006]〕
Place branding can be defined as the process employed by public administrations to intend to create place brands, networks of associations in the target groups’ minds “based on the visual, verbal, and behavioural expression of a place, which is embodied through the aims, communication, values, and the general culture of the place’s stakeholders and the overall place design” (Zenker & Braun, 2010). 〔 Zenker, Sebastian, & Braun, Erik. (2010). Branding a city–a conceptual approach for place branding and place brand management. Paper presented at the 39th European Marketing Academy Conference, 1st–4th June.〕 It therefore aims to impact the perceptions of a place and position it favourably in the minds of the target groups. Place branding can even be considered as a “governance strategy for projecting images and managing perceptions about places” (Braun, Eshuis, & Klijn, 2014, p. 64). 〔 Braun, Erik, Eshuis, Jasper, & Klijn, Erik-Hans. (2014). The effectiveness of place brand communication. Cities, 41, 64-70.〕 Place branding thus suggests that places, cities, regions or countries could be considered as brands, as long as perceived so. In this regard, many public administrations are implementing place branding strategies.
==Origins==
The concept has been introduced several times by different thinkers such as Wally Olins, Robert Govers, José Filipe Torres, Simon Anholt,〔Destination Branding: Creating the Unique Destination Proposition, Edited by Nigel Morgan, Annette Pritchard and Roger Pride, Oxford, UK, Butterworth Heinemann 2002〕 Philip Kotler,〔Kotler, P. Haider, D.H. & Rein, I. (1993). Marketing Places, New York: Free Press.〕 Gold and Ward,〔Gold, J.R. and Ward, S. V. (eds) (1994) Place Promotion: The Use of Publicity and Marketing to Sell Towns and Regions. Chichester: John Wiley & Sons.〕 Avraham and Ketter 〔Avraham, Eli and Ketter, Eran (2008). Media strategies for marketing places in crisis. Oxford: Butterworth-Heinemann〕 Seppo Rainisto,〔(''Success Factors of Place Marketing: A Study of Place Marketing Practices in Northern Europe and the United States'' by Seppo K. Rainisto, 2003 )〕 and others.
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