How to Create the Unique Identity of Your City? Business

‘Becoming a competitive city by adopting a market-oriented philosophy’

Co-founder & CEO Best Place, European Place Marketing Institute
An international place marketing expert, passionate about branding and cities. More than 15 years associated with territorial marketing and tourism consulting. He is a co-founder and CEO of Best Place - European Place Marketing Institute - a boutique consulting organization (think-and-do tank) that aims to professionalization and popularization of place marketing and branding with current projects in Central and Eastern Europe. Best Place Institute is today the key partner for municipalities in Poland on place marketing & branding projects (Warsaw, Cracow, Gdanks etc.). Also Initiating Founding Member at International Place Branding Association (www.placebranding.org). Speaker and expert in the dozens of profile conferences including, for example, the first conference in Russia devoted to the city marketing (City Marketing and Development Congress, Moscow 2010), the first congress of tourism marketing in Lviv (Win with the Lion, Lviv, Ukraine 2009), and the first place branding conference in Brazil (Place Branding Seminar DIRECTIONS, Rio de Janeiro 2014). A jury member of many competitions of the best advertising and tourist product. Engaged by the British Council to the international group of experts ‘City Idea Bakers’

Dr Jarosław Gorski

Vice-president Best Place, European Place Marketing Institute
A lecturer, coach and a consultant, advisor and place marketing trainer for the employees of the local government. Author scientific publications, conference speaker and expert commentator. Specialist in place marketing and place competitiveness, taking into account marketing and brand strategies, marketing planning and evaluation. Author or co-author of many place marketing strategies for cities and regions in Europe. He has a great experience in place branding and marketing for cities and regions as a member of research and project teams. Researcher on countries’ and regions’ competitiveness, influence of globalisation on places, European integration and eurozone, place promotion and consumer ethnocentrism.

KEY POINTS

- Introduction - city competitiveness in a globalized world
- Place marketing as managerial process
- Review of city marketing strategies
- The role of city image and reputation
- City brand identity models
- Managing the city brand touchpoints
- Segmentation, positioning and targeting as a key implementation tactics
- Challenges and barriers in place marketing & branding (municipalities perspective)

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