Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Agenda
3. "In the beginning was the earth"
4. "Where is this from?"
5. Section1: Evolution of place-based marketing
6. The country-of-origin (COO) effect
7. The dawn of COO
8. Legalities vs. promotion
9. Place images: wine
10. Place images: agri-food
11. Place images: tourism products
12. Place images in action: luxury goods
13. Yuppies and "the BMW effect"
14. Dawn of "hybrid" and "variant" COO
15. Place images: hybrids
16. Place images: borrowed
17. Place images: protection
18. From COO to PCI
19. Evolution of "place branding"
20. Lead-up to today's place branding
21. Nation branding comes of age
22. Place branding applied "everywhere"
23. From nation to place branding
24. Section 2: Place images are pervasive
25. Place names are everywhere (1)
26. Place names are everywhere (2)
27. Place cues in advertising
28. Section 3: Images and brands
29. Images are mental schemata
30. A sample mental schema
31. The exclusive club of 7 plus/minus 2
32. The power of symbols
33. Symbols: "wilderness" and "cool"
34. Branding essentials
35. Why brands are important
36. Brands and buyers/sellers
37. Elements of successful branding
38. Definitions
39. Section 4: Understanding "place image"
40. Perceptual inputs (e.g., folk culture)
41. Perceptual inputs (e.g., news media)
42. Potential PPI effects explanations
43. Our buyer research
44. TOMA summary
45. How others see Canada
46. 18 origins ranked by 15 samples
47. U.S. vs. Japan: country image
48. U.S. vs. Japan: product image
49. A look at FDI in Poland
50. Investment location choice
51. "First thing that comes to mind"
52. Image schemata maps
53. Integrated model of place image
54. The role of "affect" in PPI
55. Section 5: Branding places, branding challenges
56. The world is changing (has changed)
57. Images can be fickle
58. Place branding chaos
59. Everything is for sale
60. Every place is "central"
61. Hard-to-control perceptual inputs
62. Lack of marketing skills
63. The cost of country branding
64. Most central problems in PB (1)
65. Most central problems in PB (2)
66. Section 6: Conclusion
67. Summary
68. Most place branding efforts fail
69. Place branding ingredients
70. Strategic options (1)
71. Strategic options (2)
72. Major participants
73. Organizational models
74. Claims linked to competencies (1)
75. Claims linked to competencies (2)
76. A sample country branding strategy
77. Educated guesses for the future
78. Acknowledgements
79. References (1)
80. References (2)
81. References (3)
82. References (4)

Topics Covered

• Importance of place and nation branding, and its evolution over time
• Place images in business, government and everyday life
• The role of images in branding, and of branding and symbolism in perception and marketing
• Components and characteristics of place images
• Challenges to effective place branding
• Main ingredients and strategic approaches to successful branding of places

Links

Series:

• Exporting, International and Global Marketing Management

Categories:

• Global Business Management
• Marketing & Sales

Talk Citation

Publication History

• Published on November 30, 2009