- Slides: 9
PLACE BRANDING IN SYSTEM OF PLACE, ON INTERRELATION OF NATIONS AND SUPRANATIONAL PLACES Sofia Ambrosini ITOURDEM
Nations be made subject of marketing campaigns with the goal of establishment their competitiveness and attractiveness as destinations We have two important issues to considers for the national branding: The place brands are not created from nothing. A place is often known before it is “formally” branded, and many time you already have an idea.
SOME CONCEPTS TO BETTER UNDERSTAND. . Nation branding applies branding and marketing techniques to promote a nation’s image to its relevant target audiences. Regional branding is dealing with politically, economically or socially deﬁned regions that can be within one nation or between one (or more) nation The essence of a Place Brand in general is “nothing more and nothing less than the good name of something that’s on offer to the public”
“Stripping away cultural and linguistic accretions, we shall never ﬁnd a pure place underneath” E. Casey A crucial element of this understanding can be found in the interrelation of places This general principle may be more or less pronounced depending on how much is known about the place.
THE CASE OF SUDAN The Sudanese Prime Minister shows in 1967 a plan to exit the poverty; but he did not consider the Supranational places or regions which carry association with negative events or Arab world, horn of Africa or just Africa all regions attached to negative narratives.
The products of place branding are often TV-spot advertisements, new logos and events of different kinds aimed at promoting the place. They advertise may seem more like meaningless boasting than a window into the soul of the experience a tourist or investor would have.
The inﬂuence from supranational regions does affect the perception of nations Nation branding is not exclusively concerned with improving the reputation of single nations. These two tendencies appear to create conditions that create a signiﬁcant risk of resources being wasted on ineffective communication programs
Appears clear that a place brand can serve a very important role; it has been noted that a place image, or brand, is not a single monolithic construct.
Thanks for the attention