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Place branding is a marketing concept that promotes a geographical location by creating an image that makes consumers think of that place when they want to buy certain products or engage in certain activities. It requires identifying specific characteristics that are relevant to a given geographic area and careful planning to be successful. It can increase tourism and bring additional funds into the local economy.
Also known as place promotion or destination branding, place branding is a marketing concept that has to do with promoting a geographical location by creating an image that makes consumers think of that place when they want to buy certain products or engage in certain types of activities. The idea behind this type of branding business is to generate additional interest that makes people think about that place before and when they want to get involved in certain activities as part of a vacation or other event. While the concept itself has been around for many years, the branding of place designation has only become cutting-edge since the turn of the 21st century.
In order to use place branding effectively, it is important to identify specific characteristics that are relevant to a given geographic area. Such features could have to do with natural resources, recreation, industry, art, or any number of other factors that could be identified as reasons why people would want to visit the city or area. For example, cities and communities located along a seashore will often highlight their sandy beaches and ample fishing opportunities as part of their public relations strategies. The end result is that people who want sand and surf or who enjoy deep-sea fishing begin to associate that area with those recreational events.
Brand positioning is a great way to increase tourism and bring additional funds into the local economy. Once a town or community has a reputation for being the place to go for certain activities, the tourism industry within that area can create a variety of employment opportunities for local residents, introduce additional industries which help support the influx of visitors and generally improve the economic prospects for the area. For example, if a community establishes itself as the birthplace and ongoing unofficial home of a specific music genre, devotees of that genre will often visit the area, prompting hotel chains to build facilities in the area, even if restaurants they establish a presence as a way of generating profits from that influx.
It’s important to note that brand positioning requires careful planning if the effort is to be successful. Attempting to build a reputation that associates a place with certain characteristics only works if those characteristics are a recognizable and relevant part of the community. This means that attempting to build a brand as home to the best peaches in the area will only work if an abundance of peaches are actually grown there and they are of relatively high quality.
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