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Folia Geographica 2014, 56/2, pp. 56-69

PLACE BRANDING AKO FENOMÉN GLOBALIZUJÚCEHO SA SVETA

PLACE BRANDING AS A PHENOMENOM OF GLOBALIZING WORLD

Jana MICHALKOVÁ A*

Received: April 15, 2014 | Revised: June 10, 2014 | Accepted: September 15, 2014

A* University of Prešov, 17. novembra 1, 08001 Prešov, Slovakia
j.kormanikova@gmail.com (corresponding author)

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Abstract
The current highly competitive environment is forcing places to compete with others places for human resources, investments, tourists or events. Success in this competitive struggle can increase their competitiveness against other places and bring them desirable benefits. In this context, one of the possible tools to achieve these advantages can be considered increasingly popular concept of place branding. The first part of present paper outlines main theoretical aspects of the concept place branding ranging from understanding place as a product, through place marketing to place branding involving building, strategy, management and evaluation of place brand. The second part in the form of a discussion looks at the phenomenon of place branding in terms of its neoliberal nature and suggests topics for further research of issues of nation and city branding in contemporary globalizing world.

Key words
Competition, place marketing, brand, place brand, place branding

SUMMARY

PLACE BRANDING AS A PHENOMENOM OF GLOBALIZING WORLD
Place branding as a process of building and formation of place brand represents one of the possible tools of increasing competitiveness of places in current highly competitive environment, in which places compete with each other for tourists, visitors, investments or industry. The basis of the concept is understanding place as a product, what is substance of so-called marketing approach, where plays an important role a brand and its image. We perceive places in the same way as brands. These are an enormous promise for the place, as they are created and formed in people’s minds. Place brand development by a way that would attract different target segments to place requires an effective brand building strategy. Its success as well as the promotion also depends on accurate managing place brand that also allows the strategy to adapt to changing conditions. Place branding, however, represents not only a simple communication strategy, creating fetching logo or slogan, but it is a much wider field of activities, the success of which lies among other things in the cooperation of various actors involved in it. It is essential a partnership and cooperation among the key actors who can effectively create, but especially implement the brand strategy. The value of building positive and strong place brand is a promise for inward investments and tourism, gains a confidence of investors, increases a political influence (national and international) and allows the better and more productive partnerships with other places as well as the public and private sector. Well communicated brand may also increase awareness about the place and cause in humans certain associations connected with the place. The concept of place branding may be directed to some threats that result from its neoliberal nature. Through this place branding quality is opening the space to turn our attention to the topics reflecting the current neoliberal discourse and to suggest the possible problems associated with the use of place branding concept in today’s globalizing world.

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