International Place Branding Conference - Special Edition 2012

Key Topics

• The politics of place branding
  Place branding in the neoliberal agenda, Cooperation and competition between places, Stakeholder management, Organizational aspects of place branding, Citizen participation and conflicts, Place branding and governance
• The roots of place branding
  The interdisciplinary nature of place branding, The history of place branding, The relevance and significance of sub-fields such as destination branding, place-of-origin branding, public diplomacy etc, Contributions from other disciplines such as marketing, human geography, organizational studies, planning, political economy and semiotics etc
• Defining and measuring success
  Assessing the effectiveness of the place branding process, Success criteria for place branding, Measuring the impact of place branding tools (events, logos, advertising etc.) and Measuring a successful place brand
• Analytical methodologies for place branding
  Tools for analysis of the place’s current status, Research methods for place branding, Methods for identifying stakeholders and audiences
• Place branding and culture
  The role of culture in place branding, The reciprocal relationship between culture and place branding, Cultural events as a place branding tool and Promoting local culture through place branding

Who should Attend

Practitioners, city representatives and scholars.