WHAT IS IT
Place brand management refers to strategies for enhancing or positioning the image of countries, regions, states, cities, neighborhoods or tourist destinations.
01
ASSOCIATED VALUES
For example, when imagining the possibility of a trip to Paris, a series of images, beliefs and expectations come immediately and unconsciously to mind, with values associated with the “City of Light”, such as art, romanticism, fashion, gastronomy, etc. This brand of the place can either have been built organically over the years, based on a strong identity – as is the case with Paris – or it can be the result of strategic planning, as in Barcelona, Medellín, Singapore or even Curitiba.
02
HIGHLIGHT AND BRIDGE TO THE FUTURE
In the context of globalization and increased competitiveness in the dispute to attract visitors, investments, companies, organizations, researchers, qualified professionals and recognition, in addition to awakening the self-esteem of its citizens, Place Branding is a decisive practice to highlight a place from the others and to bridge the gap between what it is today and what it wants to be in the future.
03
COLLECTIVE AND REALISTIC CONSTRUCTION
The elaboration of the image redesign of a place is very complex, and requires the correct diagnosis of the identity of the place and its differentials, as well as the realistic identification of its possibilities and definition of the vision of the future to be achieved by the strategic planning defined with the involvement as many actors as possible, in order to ensure that the plan is embraced by the community and has more strength to be maintained in the medium and long term.
04
FIND OUT MORE WITH WHO knows it
CULTURB has an interdisciplinary team with the experience, sensitivity and knowledge necessary to give visibility to its qualities, identify its potential and make your place stand out from the rest.
Its managing partner, Gabriel Rostey, prepared in 2013 one of the first academic studies in Brazil on the subject, the monograph “The branding of cities and the case of Sao Paulo”, developed at the Universidade de São Paulo to obtain his MBA in Strategic Management, which can be downloaded using the button below: