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 and 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 North of Portugal Urban spaces

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 and efficient place management tool Achieving competitiveness and development To strengthen place identity and cohesion. Academic research and practical knowledge The research objectives

17. In Portugal, it is essential to recognize the importance of territorial competitiveness , a place management strategy to face the changes and a structured way of enabling economic and social development . “ 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: 22). The research strategy Heritage Knowledge Events Past Present Future

18. Working on brand strategies can be an effective way to make strong relations, facing unsolved issues and: Knowledge Achieving competitiveness and 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.1” Create vigorous urban regions that can survive in world competition . (Batten 1995) http://www.randstadregion.eu/

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

20. 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

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

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

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