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"Govers, Robert"
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Twenty years of place branding and public diplomacy
The topics of place branding and public diplomacy have come a long way. The start of the place branding field has widely been attributed to Simon Anholt’s 1998 article, \"Nation-Brands of the Twenty-First Century\" (Anholt 1998). Around the same time (30 August–5 September 1998) an International Association of Scientific Experts in Tourism (AIEST) conference was held in Marrakech (Morocco) on the topic of New Trends in Destination Marketing. Several contributions discussed the idea of destination branding, which resulted in a publication in the AIEST journal Tourism Review (Keller 1998). However, then and now, the ideas around nation branding (or place branding) are very different from those deployed in the research and practice of destination branding; and in place branding Anholt is generally seen as the founding father, regardless of simultaneous developments in tourism studies. This has obviously been facilitated by the fact that Simon Anholt launched this journal only 6 years after he first wrote about the nation as brand.
Journal Article
From place marketing to place branding and back
Govers discusses why and how the field of place branding needs to be distinguished from place marketing. Many place marketers, however, reverse this logic and argue that in order for their marketing efforts to succeed, they need to improve their respective images and hence desire a 'place brand', with which they often mean to argue for a 'destination brand', 'appellation d'origine' or 'investment brand'. However, the author argues that this reverse logic does not apply, and that place branding, at a higher level, should be about creating an overarching brand strategy or competitive identity that reflects a nation's, city's or region's history, accomplishments and aspirations regardless of the markets to be served, that is, not to confuse place branding with place marketing.
Journal Article
Brand Dubai and its competitors in the Middle East: An image and reputation analysis
Dubai is probably one of the best known examples of a city brand that has established itself in a very short period of time while riding the waves of globalization. This has resulted in a schizophrenic image among the global audience combining Middle-Eastern stereotypes with images of a modern, rich, glamorous metropolis. However, while the image of modern Dubai has been challenged by the global financial crisis, it seems that competition in the region has stepped in. This article therefore studies the competitive brand position of Dubai, compared to Abu Dhabi, Qatar and Bahrain, through content analysis of global social media using Radian6. It shows that Dubai has attracted and still attracts most attention in mainstream as well as social media. This buzz is generally positive with the exception of the enormous amount of noise around the Dubai debt crisis announcement end of 2009. Nevertheless, the competition has been able to attract lots of positive attention for short periods of time occasionally overshadowing Dubai in recent years with the Abu Dhabi and Bahrain Grand Prix and the selection of Qatar as host for the 2022 FIFA world cup soccer. Lastly, a dramatic change that has occurred in the second quarter of 2011 is the fact that social media buzz (more so than mainstream media attention) for Bahrain has drowned out the competition in the region. However, this consists of generally very negative buzz around the opposition protests and government reactions. Therefore, all in all, it seems that Dubai still has a lot going for itself. At the same time, the results of this study offer several routes for new future research.
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Celebrating ten years
An editorial celebrates the anniversary of Place Branding and Public Diplomacy journal, which was launched in Nov 2004.
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