How to become a place brand professional and build a career in place branding is one question we hear more and more. If you are an early career professional or recent graduate interested in the fascinating field of place brand development, management and marketing, then this is for you.
I don’t see many opportunities for full-time place branding only specialists employed at the local and regional level. However, I do believe that place branding and brand management should be integral responsibilities and priorities for all destination marketing executives and economic development executives.
What we can learn from above quote by Bill Baker is that Place Brand Manager is a new profession which is not yet widely spread in the USA and most other parts of the world, but likely to become much more important in the future. City and destination executives will want to work with – and hire – professionals who understand destination marketing as much as economic development, and who know how to unite brand development, reputation management, and place promotion.
In Europe, Place Branding practice is more widespread and becoming an important skill, judging by this quote from Martin Boisen:
In the Netherlands, we’ve seen a huge leap in the amount of civil servants and public-private partnership employees dealing with this topic in the last five years.
Likewise, Robert Govers sees tremendous potential in Place Branding as academic discipline – or rather, interdisciplinary domain, albeit not for those seeking a smooth academic career (if such a thing still exists):
You will be a pioneer, carving out a new territory with contributions from many different areas of study. In other words: it is hard work and a battle for recognition from the mainstream disciplines. Rewards are there, but if you are looking for a smooth academic career without too many hurdles it is possibly easier to follow the mainstream, unfortunately. The sooner you realize this and make a conscious choice, the better.
The following 7 pieces of advice by leading place brand researchers and strategists will help you get prepared for a career in place brand development, reputation management and place promotion.
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