By Teemu Moilanen
Often, a rustic model is not focused, leading to unsuccessful position branding. It is possible to effectively elevate your nationwide id to the extent of an attractive model. construction a rustic model is an funding, with powerful confident returns. This e-book will consultant you alongside the trail to construction a successful model.
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Additional info for How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding
Because some wanted to do this, others wanted to do that, and at the end of the day the challenge was to get them to invest themselves in this. Visible company support There was the challenge of making companies stand behind the brand in public and problems regarding credibility. Active participants in the project included 20 of the biggest tourism companies. In the beginning it was difficult to get them to back the project in public and it got even harder when criticism increased. As a result, the brand project personiﬁed the TB and it was believed to be a project of the public administration: Because, as long as just a public agency is promoting, ‘We have to do some branding,’ then people say ‘well, this public sector, you know .
The clear differentiation of the place from those of competing places is crucial for success. Cluster building is one efficient way to establish critical mass and credibility. Each cluster should be seen as a sub-brand, which should have a responsible coordinator. Theoretical Framework ■ The systematic long-term approach of work, consistency and intelligent focusing should be exploited as key elements to secure success in the place marketing process. ■ Places need cooperation, and ‘cross marketing’ should be used where all parties involved can all be winners.
17. Place images have a greater importance than the mere place substance arguments alone. 18. The brand images of the companies located in the region are important for the place image. The ﬁrms can also proﬁt from a positive image of their locations. The representation of the business community is crucial for the success of the place branding process. 19. The international ﬁrms based on the region are the best marketers in their locations (‘ambassadors’). Foreign companies exporting to the region form a great location potential.
How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding by Teemu Moilanen