Place making for brands and cities
13th of October took place meeting with representatives of the Journal of Place Management and Development
On Friday October 13, took place the meeting with representatives of the English magazine Journal of Place Management and Development - the editor-in-chief Cathy Parker and the academic editor Dominic Medway. On this meeting was discussed the role of opportunities of place making in academic and the business environment.
Lecturers told that for complex representation of a destination it is important not only the real visual image of the place or a destination, but also how it is perceived and used by inhabitants, tourists and his creators. In some cities such role is undertaken by representatives of local administration for whom it is important to develop the territory for involvement of tourists, and in others - stakeholders for whom creation of an image of the place bears financial interest. Researchers noted that many who are engaged in place marketing forget about creation of a uniform image of "place". It is quite misleading – the most successful cases show that it is important to create an image of "place" and to actively involve his consumers in a soproizvodstvo of image of the territory. For example, the new park has to be used by local population for walks, competitions and. etc.
In the second part of a lecture the main attention was paid to various methods of the research place branding. Dominic emphasized that the most perspective, deductive approach to perception and studying of the place – from the general knowledge to private is. He also noted that it is important to investigate emotions which are given rise by each concrete place. Here it is necessary to consider that each person is individual and gives in to different types of influence therefore it is important to understand of what components this place consists to be guided by a certain audience. Only with existence of a clear understanding of components of a brand of the territory it is better to be engaged in active advance.
In the third part of a lecture guests told about methods of impact on different groups of feelings through various attractors. For example, the American clothing store Holister sprays the signature branded aroma in shop, and Memphis actively maintains fan nostalgia according to Elvis Presley.In the conclusion, Cathie emphasized that if you invest money in advance, but you do not inspire by it inhabitants, "all of them will equally throw out garbage under legs, but not in a ballot box. However, as well as you are the money".