Lecture notes
Place Marketing
- Module
- Marketing
- Institution
- The University Of Manchester (UOM)
this document explains how can one brand nations and cities. It covers all the important aspects to be considered before branding them.
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Lecture 7 Place marketingThis lecture will shift our focus from marketing services/products to marketing places
such as regions, cities and whole nations. It will bring light to the different difficulties
that arise when we use different tools to market places.
Marketing Nations (Van Ham, 2008) –
The practice of marketing a nation is particularly difficult as a nation is made up of a
lot of components. It also varies largely as it is completely reliant on what we are
marketing. It could be tourism, business or even cultural products. A nation has
complex networks and involves multiple flows. It becomes necessary to connect
various dots (elements) to manipulate image and reputation. This also makes it
difficult for a ‘central’ authority to control the marketing.
Soft and Hard Power –
Soft power is “the ability to get what you want through attraction rather than
coercion or payments… Soft power arises from the attraction of a country’s culture,
political ideals and policies” (Nye, 2004: 256).
Hard power is using military or economic means to influence the behaviour or
interest of people or organizations.
A good balance between economic and emotional benefits is needed to attract
people to you nation.
Nations generally compete for –
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