Place Brand Identity.
Duration: 5 working weeks
Format: online
Language: English
Number of hours: 15 hours + 10 hours of self-study
Starting date: February 2023 – week 6
Head tutors: Speakers: Magdalena Florek and 2 guest speakers (TBA)
Certificate of completion: yes
Price: 1199 EUR
Registration deadline:December 1, 2022
Max No. of participants: 18
In order to receive more details, please click on the “request details” button below.
See also: Frequently Asked Questions
This course is designed to familiarize you with methods to define place brand identity. Identity is in the heart of branding and it forms and opens the directions for (broadly understood) place brand communication, designing brand experiences etc. However, it must not be imposed and artificial. Therefore, the very process of defining place brand identity needs to be designed and conducted carefully.
In this course you will gain an understanding of what constitutes brand identity and what is special about place brands in this regard. We will look at different models applied to define the identity of a place brand and analyze their strengths and limitations. We will discuss case studies where particular models and frameworks have been used. We will also address the process of defining place brand identity and its requirements.
The course consists of lectures and interactive webinars. Live participation is highly recommended, but the sessions will also be recorded. Certification will be based on the completion of a short assignment.
Magdalena Florek
IPBA Board Member
is a former Associate Professor at the Poznan University of Economics and Business in Poland. She is co-founder and Member of the Board of Best Place – the European Place Marketing Institute as well as Senior Fellow at the Institute of Place Management in UK. In 2006/2007 she was a senior lecturer at the Marketing Department, University of Otago in New Zealand. Magdalena is also scholarship holder of the Fulbright Program at Northwestern University and the Kellogg School of Management in USA. She is a member of the Editorial Boards of Place Branding and Public Diplomacy, Journal of Destination Marketing and Management, Journal of Urban Regeneration and Renewal, and Tourism and Hospitality Management. Consultant in brand strategy, city and region promotion. Magdalena is co-author of brand strategies and other related projects for Polish cities and regions. She is an active speaker and member of teams working on many international projects and grants.
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