Place Brand Identity.
Duration: 5 working weeks
Format: online
Language: English
Number of hours: 15 hours + 10 hours of self-study
Starting date: February 6, 2023
Head tutors: Speakers: Magdalena Florek, Marta Hereźniak, Natalie Raben, Arnheiður Jóhannsdóar
Certificate of completion: yes
Price: 1199 EUR
Registration deadline: December 30, 2022
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 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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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.
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Natalie Raben
is Chief Executive of WeAreWaterloo Business Improvement District (BID). Here she is responsible for enticing people to spend more time – and money! – in London’s Waterloo neighbourhood. This takes shape in events, marketing, greening and security initiatives. Prior to Waterloo, Natalie began her BID career in New York at the Lower East Side Partnership, also a BID, where she launched the organisation’s public art portfolio through the 100 Gates Project, a public art initiative that connected artists and businesses through murals on security gates. This grant funded programme went on to expand to several other neighbourhoods, successfully bringing hundreds of new murals to the city. More recently, she obtained her MSc from Manchester MET University in Place Management & Leadership.
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