Presentation at Urban Development and Politics in Europe and Russia. State University of St. Petersburg. October 29, 2011.

2. Place Brand Management and the New Challenges for Urban Spaces. Development and Competitiveness in the North of Portugal Eduardo Oliveira http://eduardoo.pt.vu ::: Urban Development and Politics in Europe and Russia ::: ::International Conference, St. Petersburg State University:: :October 29, 2011:

4. Past

5. People

6. Heritage & culture

7. International Iberian Nanotechnology Laboratory 3B’s Research Group Research & Development Knowledge & Innovation

8. Events, networking & cooperation Future

9. Residents Investment Markets Compete Branding Tourists Events Management Marketing Strategy Attract Stimulate

12. “ A place brand strategy therefore is a plan for defining the most realistic , most competitive and most compelling strategic vision for the place”. (Anholt, 2003) The concepts Strategy Competitiveness Differentiation Projection Competitive place advantage Strategic marketing Geopolitical position

13. “ One of the purposes of place branding process is to create strategies to promote the place for several activities and, in some cases, to “sell” parts of the place (country, region, city) for living , consuming and productive activities . ” (Smyth 2005) The concepts Place Place

15. Portugal North Viana do Castelo Porto Braga Guimarães Bragança Vila Real Urban Spaces

16. To clarify the importance of place branding theory to: To clarify the importance of place management to: To make an important contribution to: Effective & efficient place management tool Achieving competitiveness & development To strengthen place identity & regional cohesion. Academic research & practical knowledge The research objectives

17. The research strategy “ The city government agencies continue to ignore the possibility of establishing a joint branding strategy or developing any sort of substantive place management collaboration “. (Ribeiro 2006). Heritage Knowledge Events Past Present Future Enabling economic & social development

18. Working on brand strategies can be an effective way to make strong relations, facing unsolved issues and: Knowledge Achieving competitiveness & development ‗ objective The research strategy - benchmark Randstad Holland “ Public government of Randstad Holland is shared between the state, four provinces, two hundred of municipalities ( including the four major cities of the Netherlands ), and a dozen water management boards, while public transport is taken care of by a mix of municipal, private and state transport.” Create vigorous urban region that can survive in world competition . (Batten 1995) http://www.randstadregion.eu/

19. The research strategy – Randstad Holland http://www.randstadregion.eu/

20. The research strategy Past People Heritage & culture Research & Development Knowledge & Innovation Events, networking Places Urban Spaces challenges Present Future

21. The research strategy Concept of place branding , expounding the unresolved issues around its multiple goals, reinforcing the concept as a strategic marketing activity and as a preeminent tool for urban development, regional planning and place management. Common brand strategy with consequent management goals. North of Portugal

22. The research strategy Viana do Castelo Porto Braga Guimarães Bragança Vila Real Network, collaboration & cooperative work

23. Final remarks Place branding Place management tool Improve the place image Stimulate urban development Attract visitors & Investment Brand strategy

24. Place branding is the management of place image through strategic innovation and coordinated economic, commercial, social, cultural, and government policy. Anholt, 2007 - Thank you -

25. 1. Anholt, Simon (2007), Competitive Identity: The New Brand Management for Nations , Cities and Regions , New York, Palgrave Macmillan. 2. Ashworth, G. and Voogd, H. (1990), Selling the C ity: Marketing Approaches in Public Sector Urban Planning, London, Belhaven P res s . 3. Ashworth, Gregory and Kavaratzis , Mihalis (2010), Towards Effec tive lac e Brand Management - Branding European C ities and Regions , Cheltenham, Edward Elgar Publishing Limited. 4. Batten, David F. (1995), “Network Cities : Creative Urban gglomerations for the 21s t Century”, Urban Studies , (32), 2: 313-327. 5. Essex, Stephen and halkley, Brian (2004), “Mega-sporting events in urban and regional policy: a history of the Winter Olympic s ”, Planning Perspec tives , (19), 2: 201-204. 6. Hankins on, Graham (2001), “Location Branding – A Study of the branding practices of 12 English Cities ”, Journal Brand Management, (9), 2: 127-142. 7. Hankins on, Graham (2004), “Relational Network Brands : Towards a Conceptual Model of P lac e Brands ”, Journal of Vacation Marketing, (10), 2: 109-121. 8. Kavaratzis , Mihalis (2004), “From city marketing to city branding: Towards a theoretic al framework for developing city brands ”, P lace Branding, (1), 1: 58-73. 9. Kavaratzis , Mihalis (2005), “P lace branding: A Review of T rends and Conceptual Models ” T he Marketing Review, ( 5), 4: 329-342. 10. Kavaratzis , Mihalis and Ashworth, Gregory (2008), “Place marketing: how did we get here and where are we going?”, Journal of P lace Management and Development, ( 1), 2: 150-165. 11. Kotler, P .; Asplund, C .; Rein, I . and Haider, D. (1999), Marketing P laces Europe, London, Pearson Education Ltd. 12. Magnús s on, G. (2008), The image of Iceland: Actual summer visitors image of Iceland as a travel destination. Master Dissertation in Marketing International business, Iceland, University of Iceland Faculty of Economic s and Business Administration. 13. Muñiz-Martínez, Norberto and ervantes -Blanc o, Miguel (2009), “Identity and Marketing of Cities ”, in Information Communication Technologies and C ity Marketing: Digital Opportunities for Cities A round the World, Gas có-Hernández, Mila and Torres-Coronas , Teres a, New York, Information Science Reference. References