Upload
eduardo-oliveira
View
555
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
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 -