Why engage with place branding, how useful is it?
Thousands of cities and regions are competing for talent and investors, and tourist destinations around the world are hoping to win back visitors. In other words, competition for attention is fierce. Place branding can be a powerful tool to strengthen community identity and location reputation – benefiting its attractiveness and appeal to skilled workers, visitors and potential new residents. But there are also a few other good reasons for engaging with place branding.
In this shortcast I share insights from the TPBO panel of experts on the usefulness and arguments justifying investment in place branding. Those insights were also published – alongside many other discussions and topics – in An Insider’s Guide to Place Branding: Shaping the Identity and Reputation of Cities, Regions and Countries (Springer, 2021 – purchase options).
With thanks to all panel members who participated and shared their thoughts on this crucial question!
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