Do you, or your stakeholders, have questions like:
- How do we raise the name awareness and improve the reputation of our city, region or country?
- What do we need to included in calls for tenders to attract advisers who can help us most effectively?
- How do place branding, city branding, nation branding, destination branding, place marketing, destination marketing or promotion relate to each other?
- What kind of research do we need to support our efforts and how do we set it up?
- How do we monitor our efforts and formulate key performance indicators?
Then this masterclass by Robert Govers is definitely something for you to consider.
The format of delivery is usually a combination of interactive lectures, case-studies ( Austin, Barcelona, Bhutan, Den Bosch, Dubai, Egypt, Eindhoven, Estonia, Finland, Firenze (Florence), Kazakhstan, Lanzarote, Limburg (Maastricht Region), Oslo, Rome, The Hague, the United States of America ) and individual mini-tasks (e.g. using Mentimeter to stimulate independent reflection by participants). The masterclass is based, in part, on Govers’ book Imaginative Communities. The masterclass is delivered by Robert Govers himself.
Programming and cost
Depending on selection of topics, cases and depth, the masterclass can last anywhere between 4 and 24 hours.
The cost varies between €3,000.- and €18,000.- based on length, location, number of participants and will be assessed on a case by case basis.
The number of participants can be between 10 and 150.
Specific aspects and cases are addressed in varying degrees of depth depending on programming. These include:
- Nations, cities and regions as brands in a globalizing world
- Introduction to branding and marketing
- Branding and marketing applied to cities, regions and countries (communities/places)
- The 3-gap Place Branding Model (Govers & Go, 2009)
- Place brand analysis
- National, regional, urban identity
- The Good Country Index
- Perceived image and reputation
- Nation and City Brand Indexes
- Mainstream media and social media analysis
- Place brand strategy
- Brand identity
- Brand values
- The limited role of logos and slogans
- Imagineering place/community
- Value matching markets
- Place brand implementation
- Construction of substance
- Cooperation and collaboration
- Communication and Web 2.0
- Symbolic actions and imaginative initiatives
- Public diplomacy
At the end of this masterclass, participants will:
- Appreciate the importance of reputation management in a globalizing world where the physical is increasingly interlinked with the virtual;
- Understand the difference and linkages between the marketing and branding of places/communities;
- Be able to analyse community identity and image to subsequently develop a place brand;
- Gain an initial understanding of how to monitor place brands’ key performance indicators;
- Appreciate the importance and potential of substance, symbolic actions and communication (incl. public diplomacy).
Cities, regions and countries can only build their reputation through collaboration. Government cannot do it alone and if the challenge is left to be tackled by a particular economic sector or civil group, it is likely to lead to an imbalance. Hence, anyone who is or should be concerned about the reputation management for the city, region or country should attend this masterclass. Particularly senior government and externally facing agencies such as the tourism management organisation, investment and export promotion agency, international affairs / public diplomacy units, or talent attraction bureau should participate. The rest of the list of potential delegates is long and might include, but is not limited to, representatives of: chambers of commerce, labour and sector organisations, sports clubs, cultural institutions, major exporters and local businesses, Olympic committee, real estate developers, hospitality and travel companies, media agencies, tech clusters and event organisers.
If the course is used as an
internal educational programme for a place branding unit and its recruitment,
it is advisable to consider people with the following backgrounds. They should
all be educated at Master level (or have equivalent experience) in disciplines
- Pubic policy, as place branding requires imaginative policy making;
- Political science / international relations, considering the importance of (public) diplomacy;
- Consumer psychology, to understand consumer perception;
- Marketing, considering tourism / investment / export promotion;
- Communications, bearing in mind the need for strategic communication;
- Geography and anthropology, considering the importance of community, place and identity;
- Architecture, urban planning and design, considering the importance of imagineering;
- Economics, considering the intended brand equity impact and policy objectives;
- Research, for consumer, stakeholder and media research.