Place branding and reputation

What is place branding? Many professionals think that place branding is about influencing people’s perception, what people think about a specific place: city, country or tourist route.
How does a place get good or bad reputation? People’s perceptions of places tend to be vague. Stereotyping, associations and people’s objectives can influence the perception of the place. 

What factors influence place branding and reputations?

The success of a place depends on many aspects. The reputation of a place is shaped by culture, history, geographic position and famous citizens. Perceptions (place image) derived from stereotyping are not easy altered, the core images on which people draw those stereotyping tend to be stable. Even when people hear some new and interesting information about a place, their perceptions do not always change.
So, it is not so easy for those places that are not a part of the international economic, political or cultural elite to get good reputation. Place images are difficult to control. Places are surrounded by various images originating from different sources. Mass Media play an important role, because their representations can govern the place media context. Media representations are particularly important for distant places.
Remote places need media coverage, because it is not easy to make an unknown city or country famous. Reputation differs from place image; it is centered on long-term impressions. From a business perspective, reputation has been defined as the combination of a firm’s public prominence, its public esteem, and the qualities associated with it.
Six aspects of place reputation emphasize the importance of public respect:

  • Emotional attraction (likeability and respectfulness)
  • Cultural attraction (history, entertainment and socio-cultural diversity)
  • Leadership attraction (self-confidence)
  • Social attraction (comfort)
  • Physical attraction (attractiveness of the place and its infrastructure)
  • Financial attraction (level of industrial growth, safety and taxes)

Clearly, if countries are more often expected to act as members of the global community, then their emotional, leadership and social appeal will be essential for their ability to build and maintain a good reputation.
You can find more information about place marketing and branding there:
Veronika Negodina, 2nd year student