Theoretical Aspects Regarding the Key Factors in Building a Place Brand Strategy

• Author: Briciu, G.-A. - Briciu V.-A
• Position: Faculty of Sociology and Communication, Transilvania University of Brasov
• Pages: 271-276

Bulletin of the Transilvania University of Braşov

Series VII: Social Sciences • Law • Vol. 6 (55) No. 2 - 2013

THEORETICAL ASPECTS REGARDING

THE KEY FACTORS IN BUILDING A

PLACE BRAND STRATEGY

G.-A. BRICIU1 V.-A. BRICIU

1

Abstract: This material tries to synthesise the ideas emerged from the

scientific literature regarding the process and the strategy behind the

marketing and branding of places, as recent fields of study and

phenomenon. Key aspects of the significance and delimitation issues are

addressed for place branding process and other forms of branding

(products, services or organizations) and success factors in the

management of locations are considered to be used during the creative

process or brand framework elaboration.

Key words: place brand, branding process, strategy, management of

locations.

1 Faculty of Sociology and Communication, Transilvania University of Braşov.

1. Introduction

Arguments that a place should be part of

a marketing process and a professional

brand are a recent phenomenon. For a long

time it was enough for places to promote

their existing product packages. Now, in

the place brand era, the place management

should ask itself which are the customers,

what do they want and how can we create

added value for our location? The place

product needs to be developed and

changed according to customer’s need.

This complex turnaround requires

managerial skills more than ever. In the

present framework of the study, the focus

is on the role of management and branding

in place marketing and in place

development [6, p.24-5].

S. Anholt, in an editorial of Place

Branding and Public Diplomacy

publication (2010), offers a number of

critics regarding the branding exercises

until our days and that had the initiators the

state or the governmental administrations.

He states that certainly, for low-cost, fast-

moving consumer products in a busy retail

environment, this kind of “branding” can

be almost as important as the product

itself, because design is one of the few

things that distinguish a product from its

competitors; the attractiveness of the

product and its wrapper may even be a

more significant driver of consumer choice

than advertising.

Therefore branding agencies, used with

the emphasis placed on brand identity in

their native field of commerce, talk so

impressive about this issue, and public

officials are often impressed by their

arguments. But countries are not for sale,

they are not easily confused with each

other, aren’t fast-moving consumer goods,

and certainly aren’t packed, they don’t