Peter Pirck of German brand consultancy Brandmeyer Markenberatung in this interview reflects on latest city branding trends and practices in Germany, Austria and Switzerland. He further discusses how to measure the success and economic value of place brands, and how traditional city marketing is increasingly replaced by strategic city brand management.
- Place branding trends in Germany, Austria and Switzerland;
- How place branding practices can support the sustainable development of cities;
- How to demonstrate the economic value of place brands;
- Participatory city marketing;
- How to measure the effectiveness of place branding programs.
Peter, do you remember what first attracted your interest in cities as brands?
I was lucky enough to get involved with brands that went beyond the definition of classic branded products more than 20 years ago, while I was still a sociology student. Back then, we examined and analysed things like non-profit organisations, football clubs or even countries as brands – so in my case, viewing cities as brands wasn’t actually that big a jump.
Even so, it only really became concrete in 2004, when Hamburg Marketing asked us to help the city with its branding. After that, a lot of other cities followed.
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