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Place Marketing and Branding: Gold Coast AUS

  1. AMA – American Marketing Association Marketing designed to influence target audiences to behave in some positive manner with respect to the products or services associated with a specific place.
  2. Literature Viewpoints  Management tool to enhance competition among places;  Places as products and brands to be developed in a long term planning;  Sustainable development of cities, states, regions and countries, aimimg different target satisfaction.
  3. I came up with my own...  Strategic management of exchanges that take place in territorial scope, strengthening the competitiveness and the image of a place by value creation and delivery to its different markets and investments attraction to ensure its sustainable development in the long term. Ocke (2016)
  4.  How to do it?  What for?  Who does it?  For whom?  Competitive assets?  How to create and deliver value?  What are the challenges?
  5.  20th Century/ 1980  Land Sales  Industries Incentives  Cities Consumption  1980 /1990  Competition  Outward Markets  Urban Interventions  2000 / Current  Corporate Branding  Inward Markets  Image and Reputation Ocke &Ikeda, 2013.
  6.  Most of us read about and use the terms brand and branding all the time. But why does the way we brand something like a city or country matter such a great deal?
  7. Some insights from review of academic literature:  A strong, positive brand image helps places to differentiate themselves from others. Kotler & Gertner, 2002, 2004.
  8. Some insights from review of academic literature:  Places unwilling to develop a competitive brand will find it increasingly difficult to win their share of the world’s consumers, capital, investment, talent, cultural exchange, respect and attention . Anholt, 2007.
  9. Some insights from review of academic literature:  A place’s prosperity and progress can only be ensured through creating and maintaining positive brand images. Govers & Go, 2009.
  10. This one I like the best!  Place brands are all about making a place’s companies and investment attractive, to support its tourism and export industries, serve public diplomacy and to provide its citizens a sense of identity and self-esteem. Moilanen &Rainisto ,2009.
  11. It might get mixed up…  Nation Branding  Country of Origin Branding  City Branding  Destination Branding  Culture and Entertainment Branding Hanna & Rowley, 2008.
  12. GOLD COAST PRODUCT GOLD COAST MARKETS GOLD COAST POSITION City’s Center Improvement Program Draft City Plan 2015 Gold Coast City Transport Strategy 2031 Gold Coast Sport Plan 2013- 2023 Nature Conservation Strategy 2009-2019 Oceans Beach Strategy 2013-2023 National Workforce Development Strategy 2013 Gold Coast Workforce – Development Framework 2014-2023 Gold Coast Economic Development Strategy 2013-2023 Destination Tourism Management Plan Gold Coast Brand Story Frequently Asked Questions – City Brand 2013
  13.  Gold Coast City Transport Strategy 2031 – action program with extensive public consultation that sets out a plan for significant improvements to public transport network as well as the improvement in the management and maintenance of roads to meet future demand.
  14.  Draft City Plan 2015 – program aiming to provide infrastructure to maintain environment quality through urban design initiatives spanning the entire city with a focus on mobility, sustainable building practices and numerous community consultations.
  15.  City's Centre Improvement Program – A public-private partnership that highlights services business. In the program, the retail chain has undergone renovations and has been adding new business increasing competitiveness. It aims to transform shopping districts in attractive places that meet the community's needs, providing convenient places that reflect local identity.
  16.  Gold Coast Sport Plan 2013-2023 – considers the natural attractions as the main sources of leisure and recreation offer that encourages its users to engage in an active lifestyle through sports practice, forming a significant feature of local culture and creating conditions for major sporting events.
  17.  Nature Conservation Strategy 2009-2019 - Detailed study that identifies priority issues for the management of native vegetation, climate change and ecosystem. Based on best practices research, consultation with experts, policy makers, government agencies, community interest groups and representatives of key industries for regional development.
  18.  Ocean Beaches Strategy 2013 – 2023 - coastal management strategies for the coming years and aims to maximize the current and future use, as well as access to and enjoyment of the coastal region by all users.
  19.  Estimated Resident Population - June 2013: 537.844 inhabitants. Projections: 730.000 by 2026.  Australian Bureau of Statistics - participation of the labor force, education levels, productivity levels and income of Gold Coast residents are all below the national and state averages.  Gold Coast Work Force – Development Framework 2014 – 2023 Action program to attract new residents and increase the competitiveness of the city focused in supporting a knowledge-based economy in order to develop a workforce with higher education qualifications; strengthening links between industry and universities to support research and innovation; increase knowledge in Science, Technology, Engineering, Mathematics and Arts.
  20.  National Institute of Economic and Industry Research - The three most popular were retail trade; construction; health and social care. Traditional sectors of the manufacturing industry, construction and hospitality has declined, while the sectors of health, education and financial services has been increasing its contribution.  Gold Coast Economic Development Strategy 2013-2013 The program's objectives include developing an environment that promotes innovation and contribute to the development of successful companies; invest in infrastructure that supports growth and productivity; generate creative economy capable of attracting skills, talents and investment; create a strong and globally competitive environment.
  21.  Australian Bureau of Statistics - the most popular tourist destination in Australia and the fourth largest tourism economy in the country. Receives an average of more than 11 million international visitors and over 2o million national visitors every year.  International Visitor Survey - the main countries of origin of visitors include China (25%), New Zealand (22%), Japan (7%) and the UK (7%). The forecasts indicate that international tourism is likely to increase by about 37% between 2011 and 2020.  Destination Tourism Management Plan By 2020 the goal is to increase the length of stay and average spending visitor through greater and more varied range of products and experiences. Another contributor for the program is to maintain participation in traditional markets of Europe, Japan and New Zealand and increase visit rates in Southeast Asian markets.
  22.  Australian Trade Commission - consolidated links in Europe and North America as new agreements being set with main Asian trading partners, particularly Japan, South Korea and China. Proximity to Asia coupled with the abundant resources makes the country the largest exporter of minerals, energy resources and strong agribusiness.  National Institute of Economic and Industry Research – main Gold Coast international exports are manufacture; hospitality, food and beverage services; retail business. National sectors exports indicates that the top three industries were real estate services; manufacture; hospitality services, food and beverages.  Australia Unlimited Country brand strategy in order to develop a knowledge base, resources, and strategies that can be used to help enrich Australia's reputation over time, positioning the country as a world-class business partner and business credentials , intellectual and creative.
  23. STRUCTURE ECONOMY SOCIOCULTURAL GOVERNMENT ENVIRONMENT • Road and rail network expansion to deal with economic and population growth. • Constantly urban improvements to attract new business intensifying competitiveness. • Local and regional economic growth. • Services business, the main economic activity. • Workforce, productivity and income levels of residents are all below the national and state averages. •Natural attractions are main leisure and recreation offer for residents and visitors. • Engagement in sports and active lifestyle, a significant feature of local culture. • Modern shopping areas and cultural activities. • Governance transparency . • Residents, community leaders and local businessmen involved in decision- making processes. • Easy to open and run new business. •Potential impact of population growth on the environment. • Long-term action programs to manage impacts of climate change. • Forefront coastal management initiatives have benefited other communities worldwide.
  24. Focus group studies were conducted in Australian and international capital cities to identify how outward perceptions were compared to the impressions of residents and businessmen of the city.  The internal market believes that the place has great quality of life and consider that the city has excellent conditions to live and work.  Externally, the city is perceived as a center of leisure and recreation, consisting of few important business and less skilled jobs. Conclusion: Although tourism market represents one of the main engines of local economy, the dynamics of the city is currently more diversified, although still not represent a mature economy.
  25.  The brand was built on the concept that the city is both a leisure destination and an environment full of opportunities inspired by the lifestyle of its residents.
  26.  Provide direction for the city to become an international location of choice for new businesses and residents to boost the creation of a global city known worldwide for its unique lifestyle, talented people, innovation and entrepreneurial culture.
  27.  Show that the city is moving away from dependency relationship of the state capital, Brisbane, and is not meant to be remembered only as a major tourist destination of the country.
  28.  Diversification of business sectors and industry focused on not losing the traditional strengths of the economy, but capacity growth of new emerging industries globally.
  29.  Promote wider value of education within and outside their community through partnerships with industry to create quality jobs; and the education sector to develop aspirations for higher education for domestic and foreign markets.
  30. Help the city to:  Become global.  Diversify business maintaining traditional ones.  Promote wider value of higher education.  Improve workforce to create quality jobs.
  31.  What does this red dot mean? A) Gold Coast. Full Stop. B) Gold Coast. One and All. C) Gold Coast. Target.
  32.  Anholt, S. (2007). Competitive identity: The new brand management for nations, cities and regions. Houndsmills, United Kingdom: Palgrave Macmillan.  Govers, R. & Go, F. (2009). Place branding: Glocal, virtual and physical identities, constructed, imagined and experienced. Basingstoke, United Kingdom :Palgrave Macmillan.  Hanna, S., & Rowley, J. (2008). An analysis of terminology in place branding. Place Branding and Public Diplomacy, 4(1), 61-75.  Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Brand Management, 9(4-5), 249-261.  Moilanen, T., & Rainisto, S. (2009). How to brand nations, cities and destinations. London, United Kingdom: Palgrave Macmillan.  Ocke,M., & Ikeda,A. (2013). Marketing de Lugar: estado da arte e perspectivas futuras. Revista de Administração da USP. 49(1), 671-683.  Ocke, M. (2016). Marketing Estratégico de Lugares. Modelo Teórico e Estudo do Caso Gold Coast. Saarbrucken, Deutchschland. Novas Edições Acadêmicas ISBN: 978-3-8417-1670-5  Van Ham, P. (2008). Place branding: The state of the art. The Annals of the American Academy of Political and Social Science, 616(1), 126-149.
  33.  Web The Place Brand Observer: insights, strategies, examples.  Journals Place Branding and Public Diplomacy Journal of Place Management and Development