Place Branding.

Competition between places is fierce, and many are strengthening their brands for the future. What do you, as the person responsible for a place, need to create a strong brand that attracts business, residents and visitors? How do I find my place's unique advantages, and how do I get them to align across the different target audiences I want to attract, now and in the future?

The course gives you the most important tools for working strategically with Place Branding in an organization, a municipality or a cluster. Through a mix of theory and practice, along with lectures by guest lecturers who work in the field, you build a foundation to start from that takes you further in your work with place marketing and place development. A questioning approach is central, and many different routes to success will be presented and discussed. If you are curious about how a place brand works, you get the basics and theories to start from, along with opportunities to improve and renew your own place. We explore the role of the person responsible for a place and what it takes to develop a place. How to get your organization and stakeholders on board is covered, as well as what you need to know and how to reach the target audiences you want to attract. Participants learn the craft of positioning, initiating and sustaining a place's attractiveness among several different target audiences and stakeholders. Through critically examining and evaluating different ways of carrying out Place Branding, you will be able to judge for yourself which method suits your daily work best. The first two days of the course focus on the how of Place Branding. How do you go about it? What different methods are there? Which theories can you use? How is the necessary knowledge generated? Which models can you use? What experience do the participants have? The last two days focus more on giving examples of different paths that have been successful. There is no given path; it is you as the person responsible for the brand who has to choose. We discuss how best to use AI in place development. Homework is presented and receives feedback. Several guest lecturers give good examples, but also insight into when things went off the rails.