Place Branding -The Power of Place

https://www.youtube.com/watch?v=-_7DHvr-3Jc

1. Before you listen be sure you understand the following words:

To articulate -

An audit -

A stakeholder -

To align –

A thread-

2. Listen to Chris Fair from Resonance Consulting talk about Place Branding and take
notes under the following heading. You only need to write down key words and
ideas.

A. strong place brand – is important for the actually global market place. Carachteristic
thing of the city

B. a well-articulated place branding strategy – creates alignment between business

community

C. the hardware of a place – geography /environment.

D. the software of a place – experiences/culture/people that live in that place

a. New York City: hardware and software

Hardware: buildings/infrastructure/industry/business/
Software: experiences/ energy /how to feel when you are in the place

E. Audit – what messages are being sent out by government, business and tourism

F. people and stakeholders -

G. alignment – the message has to be alignment with the culture of the

city/residents/government.

H. create a place brand – to reflex where will be in the future

3. After listening discuss the following:

A. What do you think the strengths and characteristics of Barcelona are? Could you list
them under the concepts of ‘hardware’ and ‘software’?

B. The fact that you live, work and/or study in Barcelona makes you a stakeholder of the
city. As a stakeholder how would you define ‘Brand Barcelona’? What do you think of
this ‘brand’?
C. What changes would you like see in the future brand of Barcelona?