Andrea Insch, Senior Lecturer at University of Otago in Dunedin, New Zealand, in this interview discusses the potentials and problems of green destination branding, and elaborates on New Zealand's '100% Pure' brand positioning - widely regarded among the longest and most successful destination brands.
- New Zealand’s current brand positioning in relation to competitors;
- The challenges and benefits of "green" place brands;
- The strategic components of Brand New Zealand and how The New Zealand Story is taking the country's brand proposition beyond clean and green;
- Lessons to be learned from research on the role of residents in building city brands;
- How the Place Brand Equity concept facilitates measuring the success of place branding initiatives.
Andrea, do you remember who or what triggered your interest in place branding?
Good question. I have been interested in a related concept, country-of-origin, for as long as I can remember. This interest has inspired me to look at a number of resource-intensive industries, such as mining, agriculture (especially meat sectors) and tourism where the connection to place in relation to the natural environment is inseparable.
I became specifically interested in place branding and its associated incarnations (place marketing, destination marketing), through meeting Dr. Magdalena Florek in 2006-07, while Magdalena was working at the University of Otago. Dr. Florek inspired me to look at place branding as a phenomenon in its own right and to start investigating various aspects of place brand communication and resident satisfaction with place branding in New Zealand and in Dunedin in particular.
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