How to capture the idea of a place?
What is it about?
In the geographic sense, a place is a space; in the social sense, it is a community; in marketing sense a place is a product that gives residents the opportunity to live a certain lifestyle, or to use the space and time in a certain way. In this paper, we show how, walking around any city and looking at its physical environment and everyday activities of its residents and , one can deduce a "formula" of the key place place idea.
Why is it important?
Because any place is used regardless of whether it is marketed or branded. And if the marketer would like the local community to support the place marketing or branding, he needs to be sure that the residents are ready to change their lives. That's why whatever words and visual images the marketer uses should be translatable into terms of residents’ lifestyles "before" and "after" marketing.
The following have contributed to this page: Professor Kirill Lvovich Rozhkov
In partnership with: