How to Structure a Place Brand Management Organization Across Political Levels and Industry Sectors

Brand management: how to create a cross-government/sector structure?

Below the answers of our panel of place branding specialists (in alphabetical order –  highlighted respondents are available for consulting, research or as speakers).

A few key takeaways:

  • Having the government on board is important, as it is an overarching entity under which various sectors will benefit from place branding initiatives, especially in tourism.
  • The brand management should be separate from politics and should have active participation from the private sector.
  • A public-private partnership is ideal as both partners bring a wealth of information to the table which helps to come up with creative ideas and strategies for place brand implementation.
  • Funding has to be taken into account when there are multiple players.
  • Independent decision-making and fair representation of players is a must.
  • Creating a consistent narrative across all entities is imperative, as all the collaborators have their own identity.
  • Depending on the objective, collaborators can opt for any of the three models in brand management - branded house, house of brands or blended house. Each of these provides collaborators varying degrees of recognition and flexibility.
  • Decision-making with a cross-government/sector structure can be time-consuming.

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The Editorial Team

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