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Re-Branding

Dr Mihalis Kavaratzis m.kavaratzis@le.ac.uk. Re-Branding. Today…. What is place branding H ow does it relate to the High Street? Place branding process The place brand as the organising principle Place brand communication media.

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Re-Branding

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  1. Dr Mihalis Kavaratzis m.kavaratzis@le.ac.uk Re-Branding

  2. Today… • What is place branding • How does it relate to the High Street? • Place branding process • The place brand as the organising principle • Place brand communication media Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  3. Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  4. What is place branding? Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  5. Place branding: What? • Place brand: a meaning-making system that influences the ways in which people evaluate the place. • Place Branding: an action framework to enhance communicative character of all actions, align image with reality and ‘search for’ a collective identity. • Consists of (minimum): a) research, b) ‘product’ development, c) stakeholder relations, d) promotion. Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  6. How does place branding relate to the high street? Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  7. Brand-related factors that affect the High Street • Promotion (information and persuasion) • Accessibility (physical and psychological) • Appearance (design, cleanliness) • Reputation (image, media coverage) • Stakeholder relationships & communication • Assurance (atmosphere, familiarity, trust) • Attractions (non-retail, events) • Experience (quality of, leisure/tourism character) Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  8. place branding process Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  9. InternalCulture LocalCommunities Synergies Infrastructure CityScape Opportunities ASK Research & Analysis Vision & Strategy THINK LISTEN Re-Vision ACT Re-Vision SPEAK Communications AdaptedfromKavaratzis, 2008

  10. The place brand as organising principle Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  11. ‘Searching for’ the brand • Stakeholder engagement (Workshops, Tihany Award) • Resident engagement (Columbus, Ohio) • All: Content+Creativity+Engagement+Ownership Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  12. place brand communication media Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  13. EARNED MEDIA Branding media ConsumertoConsumer PAID MEDIA Marketing Communications OWNED MEDIA Landscape Strategies Behaviour CityBrand OrganisationalStructure Infrastructure Source: AdaptedfromKavaratzis, 2004 Dr M. Kavaratzis Re-branding m.kavaratzis@le.ac.uk

  14. Dr Mihalis Kavaratzis m.kavaratzis@le.ac.uk Thank you very much!

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