1. Re-Branding Dr Mihalis Kavaratzis m.kavaratzis@le.ac.uk

2.  What is place branding  How does it relate to the High Street?  Place branding process  The place brand as the organising principle  Place brand communication media Today… Dr M. Kavaratzis Re-brandingm.kavaratzis@le.ac.uk

4. WHAT IS PLACE BRANDING? Dr M. Kavaratzis Re-brandingm.kavaratzis@le.ac.uk

5.  Place brand: a meaning-making system that influences the ways in which people evaluate the place.  Place Branding: an action framework to enhance communicative character of all actions, align image with reality and ‘search for’ a collective identity.  Consists of (minimum): a) research, b) ‘product’ development, c) stakeholder relations, d) promotion. Place branding: What? Dr M. Kavaratzis Re-brandingm.kavaratzis@le.ac.uk

6. HOW DOES PLACE BRANDING RELATE TO THE HIGH STREET? Dr M. Kavaratzis Re-brandingm.kavaratzis@le.ac.uk

7.  Promotion (information and persuasion)  Accessibility (physical and psychological)  Appearance (design, cleanliness)  Reputation (image, media coverage)  Stakeholder relationships & communication  Assurance (atmosphere, familiarity, trust)  Attractions (non-retail, events)  Experience (quality of, leisure/tourism character) Brand-related factors that affect the High Street Dr M. Kavaratzis Re-brandingm.kavaratzis@le.ac.uk

8. PLACE BRANDING PROCESS Dr M. Kavaratzis Re-brandingm.kavaratzis@le.ac.uk

9. Vision & Strategy Local CommunitiesInternal CultureSynergies Re-Vision InfrastructureCityScapeOpportunities Re-Vision Communications L ISTEN A CT T HINK S PEAK Adapted from Kavaratzis, 2008 ASKASK Research & Analysis

10. THE PLACE BRAND AS ORGANISING PRINCIPLE Dr M. Kavaratzis Re-brandingm.kavaratzis@le.ac.uk

11. ‘Searching for’ the brand Stakeholder engagement (Workshops, Tihany Award) Resident engagement (Columbus, Ohio) All: Content + Creativity + Engagement + Ownership Dr M. Kavaratzis Re-brandingm.kavaratzis@le.ac.uk

12. PLACE BRAND COMMUNICATION MEDIA Dr M. Kavaratzis Re-brandingm.kavaratzis@le.ac.uk

13. L andscape StrategiesBehaviour I nfrastructureOrganisational Structure OWNED MEDIA Marketing Communications City Brand PAID MEDIA EARNED MEDIA Consumer to Consumer Branding media Source: Adapted from Kavaratzis, 2004 Dr M. Kavaratzis Re-brandingm.kavaratzis@le.ac.uk

14. Thank you very much! Dr Mihalis Kavaratzis m.kavaratzis@le.ac.uk