Place Brand™: Branding for locations, regions and countries.
Brand perception and image creation are tools with high potential to communicate the respective regions’ typical value both inside and outside of physical frontiers. By ways of creating its own unique brand any location can steer its perception and values in order to be perceived positively by the general public and at the same time avoid misunderstandings and negative connotations.
Place Brand is more than a registered trademark or a slogan. The perception we have in respect to a country is a key determinant of the emotional values that we attach to a country. Via a scientific approach to the notion of Place Branding, identityLab offers a clear-cut differentiation within the still prevailing terms.
IdentityLab is a clearly specialized both in the precise positioning and the emotional component of a market-leading object in the respective region. By incorporating the country-specifics, there is the option for a more long-term oriented policy of creating a “strong brand” by using the key concept of Identity. In this context, the notion of Identity does not define itself as a non-contradictory and strategic approach or a creative Leitmotiv but rather an ideal in order to scan the lively diversity which sources its conciseness and uniqueness from its own contradictions.
::. Download abstract "Nation Branding: San Marino - developing into a brand" (EN 01/06.pdf)