António Azevedo is a Fellow of the Institute of Place Management and an Assistant Professor at the School of Economics and Management at the University of Minho in Braga, Portugal. He teaches marketing strategy, tourism marketing and sales & retailing. Since 2003, after receiving the PhD with a thesis on branding advertising, he has dedicated his research to place marketing. He was one of the co-authors of a pioneering book in Portugal introducing city marketing and strategic planning issues in 2011. His studies and research topics included place attachment and quality of life and these have been presented in international conferences and journals, for example as published in JPMD in 2013. Currently he is coordinating the University of Minho’s team that was invited to develop a Place Marketing Plan for the territory of a four cities network (Braga, Guimarães, Barcelos and Famalicão) designated as “Quadrilatero” with a population of 600 000 inhabitants. Continue reading “Meet the IPM: Interview with Antonio Azevedo”→
The image of a country can be perceived internationally by means of a plethora of dimensions: associations, impressions, beliefs, representations, schemes, feelings, interactions, experiences, inter alia. Dimensions of a country brand are undoubtedly multifaceted – social, cultural, economic, political, environmental, behavioural – as several participants are involved internally and externally. Additionally, the main five complexities of the country brand are the following: stakeholder-related issues; government involvement; interdisciplinary and multidisciplinary opportunities, and potential nation brand models. Furthermore, the temporal dimension plays an intrinsic role. In view of this complex scenario, research in regards to country brand image can be undertaken by two approaches – academically or by consultancy indexes. Evidently, academic research focuses on theoretical and methodological advances, creating new conceptual frameworks and appropriate philosophies. The country brand indexes developed by specialized consultancies are often based on global real-data available from worldwide institutions. Continue reading “Evolution of country brand research: Studies on Brazil’s brand image”→
Kirill Rozhkov is a Fellow of the Institute of Place Management and Professor at the Faculty of Business and Management (Department of Company Marketing) at the Higher School of Economics (HSE) in Moscow. He has 15 years’ experience with conceptual and empirical research in the fields of place management and place marketing, and he teaches place marketing and branding to Master students and local representatives. In 2016 the HSE alumni selected him as Best Teacher. His recent research has addressed issues such as the theoretical model of place market analysis and how to identify product concepts of places. His paper “Places, Users, and Place Uses” has been selected by the editorial team of the Journal of Place Management and Development as a Highly Commended Paper in the 2016 Emerald Literati Network Awards for Excellence. As an expert, Kirill supervises several projects aimed at developing marketing and branding strategies for municipalities. Continue reading “Meet the IPM: Interview with Kirill Rozhkov”→
The Place Management and Leadership programme at Manchester Metropolitan University is a part-time taught course that is predominantly for existing practitioners in the place management sector. Place management encompasses a range of professions internationally, including town and city centre management, market management, Downtown and Mainstreet management, destination management and marketing, Business Improvement District management and city marketing and branding. It may also involve civic and and community organisations, or even individuals who share a passion for local places, and who wish to make their communities more sustainable and liveable.
The aim of the qualification is to develop confident, highly reflective and respected place managers, capable of strategic thinking and transformative but inclusive place management.
The Academy of Marketing conference attracts over 350 international marketing academics each year. Last year I was very privileged to be awarding the prize for Best Paper in the Place Marketing and Branding Track to the winners, this year I was even more delighted to win this Best Paper in Track prize myself. I have been attending the Academy of Marketing conference since 2001, and over the years have presented research on a wide range of subjects, but mainly on issues relating to Place Marketing and Branding, with my first ever paper “How Cymru Became Cool: An Examination of Wales’ Culture Production System 1990 – 2000” being based on work arising from my masters’ thesis. In 2008, at the Academy of Marketing Conference held in Aberdeen, I was awarded not only Best Paper in the Reflective Marketing Track, but also Best Paper in Conference overall for my work “The emergence and development of Place Marketing’s confused identity”, a full version of which was then published that year in the Journal of Marketing Management. Continue reading “Best paper award at the Academy of Marketing”→
How do you start a place branding project in new real estate development projects from ground zero? Where do you find the identity that will guide such a process? How do you develop a place branding strategy with authenticity and not as a form of marketing, limited to “selling” a place?
In this article I’ll share an experience from a new real estate development project that involves place branding, placemaking and community engagement in São Paulo, Brazil, called Bairro da Gente/ Aeroclube (Our Neighborhood / Flying Club). The project takes place in Limeira, a municipality of a 300,000 inhabitants in the São Paulo state. This greenfield placemaking project has a unique feature: it is a project for a low-income population, otherwise usually limited to monotonous and faceless housing projects, that ignore differences between people and groups. This specific approach uses the cities-for-people thought, propagated by Jan Gehl, Kent, White, Jacobs and others. Bairro da Gente is based on three principles: mixed income, multiple purposes and cultural as well as housing diversity. The goal of this triptych is to create places of new centralities. The existence of income-generating elements inside the neighbourhood, (job and entrepreneurial opportunities, technical education, creative and solidary economy) resulting from an approach that encourages mixed uses, decreases the commuting of residents from the outskirts to central areas. This also contributes directly to people’s quality of life and indirectly to the region traffic. Continue reading “Place Branding and new real estate entreprises in São Paulo, Brazil”→
“Squatting” in an urban context is more often than not associated with groups of people occupying a place in order to claim rights and liberties outside the realms of “mainstream” society. There is no doubt that the residents and occupiers of these places are operating outside the law, outside municipal or state regulation, and even outside the aesthetics prescribed by the “mainstream” they wish to avoid. What happens however, when the mainstream-disturbing squat acquires a “brand” of its own and moves beyond the borders of nuisance to become a well-known attraction? Continue reading “How squatted areas become ‘normalised’ city elements: place branding, place marketing, and the law”→
Reading the multiple stories that have been praising Berlin with its youth culture and creative scene as the rising star among European cities, it is easy to forget how recent this development actually is. The 2015 Spielberg film “Bridge of Spies” reminds us of what Berlin was mostly about until the fall of the Wall in 1989: World War II (and the Nazis) and the Cold War (and the spies). These two images are still deeply woven into the city’s fabric, although today they’ve become a kind of spectacle for thrill-seeking tourists. (There is a third one, but I’ll come to that later). In this short article I’m offering a personal account of how this passage from one narrative – the dark one – to the other – the playful one – took place. Of course memories cannot always be trusted. Although I was in Berlin on and off since the mid 1980s and permanently since the fall of the Wall, I’m sure my mind has put order and continuity into a much more chaotic and heterogeneous development.
Portugal has often been promoted and communicated as a tourist destination without a clear and consistent strategy. It is only recently that other purposes, such as investment and talent attraction, have emerged from the multiple place promotion campaigns, although these mostly remain unclear in their objectives. We can identify many different place promotions initiatives. They are often very colourful and shining, they solely focus on tourism, but none of them qualify as place branding. In this brief post I will take the readers in a journey from 1906 to 2016. I will tell the story of how Portuguese authorities have been promoting the country and its regions and how they have been using (or not) place branding for that purpose. The evolution of events might surprise you. Continue reading “Place branding in strategic spatial planning in Portugal, 2014-2020”→