Topic 3 Place branding into practice

Place branding can be considered a strategic approach to cultural heritage management. Created by Robert Govers, the 5-step approach to place branding are:

1. Formulate project goals (vision, mission, objectives).
2. Analyse current place brand (perceived identity and image, and projected image).
3. Design place brand essence (brand identity, value match, experience concept).
4. Implement a new place brand (construction, cooperation, communication).
5. Monitor the place brand (awareness, perceived image/loyalty, projected image).