Place Brand Identity.
Place Brand Identity – 2nd edition
Duration: 5 working weeks
Format: online
Language: English
Number of hours: 13 hours + 10 hours of self-study
Starting date: March 19, 2024
Head tutors: Speakers: Magdalena Florek, Jess Radford, Marta Hereźniak
Certificate of completion: yes
Price: 1199 EUR
Registration deadline: February 15, 2024
Max No. of participants: 12
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 look at different case studies where particular frameworks have been used. Our guest speakers will present the case of Tasmania state (Australia) the city of Łódź (Poland) and share their approaches to brand and its implementation.
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.
see bio >
Marta Hereźniak
Assistant professor at the University of Lodz, Poland. The author of the first in Poland doctoral dissertation and the first book about nation branding. Expert of Polish Chamber of Commerce in Brand for Poland project. Consultant in brand-related projects for companies, public institutions (Ministry of Foreign Affairs, Ministry of Regional Development etc.) and local governments. A leading consultant in the project on Kazakhstan country brand. Co-author of European Funds Brand strategy in Poland. The member of International Place Branding Association and Institute of Place Management, member of The Place Brand Observer research panel. Her research interest include: place brand identity development; measurement of place branding effectiveness, stakeholder engagement in place branding, place of origin branding.
see bio >
Jess Radford
is the Director of Place Branding at Brand Tasmania. Brand Tasmania is a statutory authority and State Government agency tasked with taking a best practice approach to ensure the Tasmanian brand is strengthened locally, nationally and internationally, and is promoted as a key asset of the Tasmanian community. In her role, Jess leads Brand Tasmania’s corporate, strategic and business planning activities, and manages Brand Tasmania’s government relations through a client-service agenda. Together with her colleagues at Brand Tasmania she works with partners on inventive projects to unite Tasmanians around a central brand expression, through communication and action.
see bio >
