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Case Studies and Examples
Developing a brand strategy for a city, region or destination can be a challenging task, best approached by following examples and learning from cases of existing place branding initiatives. Read the following case studies on place branding and marketing for insights and examples of best practice: expert advice on how to overcome frequent challenges and what it takes for successful city branding, destination branding or the branding of countries and regions. Here’s a list of all case studies.
Latest expert interviews:
How To Guides
Based on insights gained through our expert interviews, here’s our summary of advice for city and regional authorities on how to select a place branding specialist.
As the need for skilled Place Brand managers, developers and communicators is growing, more and more university graduates are looking at building a career in place branding research and practice. Learn which are the essential skills and tricks for succeeding in becoming a place branding professional.
How to measure the success of place branding initiatives is a question often asked by those in charge of city brand development, destination marketing or nation branding. Finding answers to this question is particularly crucial for public administrations, whose budgeting requires accountability and the ability to measure return on investment.
Over the last two years we have interviewed many of world’s leading experts in the areas of place branding, public diplomacy and economic development. Learn about their professional highlights, insights gained, and useful advice for place developers, managers and marketers. Here’s a list of all interviews, or browse our world map.
Latest expert interviews:
Place Brand Theory
Academic literature on key concepts linked to the brand development, management and reputation of places:
Theories, concepts and definitions of the terms brand and branding, their meaning and functions – as discussed in academic literature.
Why are some people so convinced and optimistic about nation brands, and others so critical and disapproving of only the thought that one could brand a nation? This page introduces the different perspective on nation branding – from market-oriented, functional, to political (public diplomacy), to cultural-critical – as discussed in academic literature.
Review of academic literature on the differences and similarities between the concepts of place branding and nation branding.
Theories, concepts and definitions of place perceptions, their image and reputation, and the factors influencing them – as discussed in academic literature.
What is a place? Or a tourist destination? How come our perceptions of the same place or destination can differ considerably? Some thoughts on our perceptions of destinations and places, and how they are constructed, influenced by discourse, for example, the ways in which they are portrayed in the media.
What role does the mass media play with regard to our perceptions of certain places, and how do news coverage or social media representations influence the image and reputation of places such as countries, cities, regions or destinations? Here is what academic literature has to say about media representations of places.
Introduction of nations as ‘imagined communities’ and national identity as influenced and constructed by discourse, language, the media – as discussed in academic literature.
Review of academic literature on green brands and branding based on environmental and sustainability credentials; functional and emotional components of green brand positioning, reasons for increase in green branding, and a mild warning not to succumb to greenwashing.
Review of academic literature on the importance and meaning of place brand integrity, credibility, and authenticity.
Some thoughts in academic literature on what legitimacy is, why perceived brand legitimacy is so important, and the role political and business leadership plays in maintaining brand legitimacy.
You might also be interested in:
- Seminars and master classes offered through the Place Brand Academy;
- Quick Guides for Place Brand Professionals;
- Services offered by The Place Brand Observer;
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