Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • October 2018 (Revised July 2019)
  • Technical Note
  • HBS Case Collection

The Brand Management of Places

By: E. Ofek and Nathaniel Schwalb
  • Format:Print
  • | Language:English
  • | Pages:30
ShareBar

Abstract

The brand management of places, such as countries, cities and regions, has received increasing attention in recent years. The associations, impressions and reputations that people have of a certain place can have a big impact in a number of areas – from tourism, to exports, to drawing talent, to securing foreign investment, to public diplomacy, and to political leadership. Consequently, a number of stakeholders may attempt to influence the perceptions that people have about a place in a way that is conducive to their goals. This background note lays the ground for instructors to expose students to the concept of a place brand, allow examining the ways in which it may be influenced, and examine the motivations of the various actors. The note provides ample examples of countries and cities that have actively tried to shape their brand identity and further exposes students to recent trends and vehicles (such as social media) relevant for the branding of places. The note raises a set of issues on this topic that can serve as the basis for a rich classroom discussion.

Keywords

Place Brand; Destination Brand; Nation Brand; Public Diplomacy; Brands and Branding; Management; Perception; Public Opinion

Citation

Ofek, E., and Nathaniel Schwalb. "The Brand Management of Places." Harvard Business School Technical Note 519-007, October 2018. (Revised July 2019.)
  • Educators
  • Purchase

About The Author

Elie Ofek

Marketing
→More Publications

Related Work

    • October 2018 (Revised July 2019)
    • Faculty Research

    The Brand Management of Places

    By: E. Ofek and Nathaniel Schwalb
Related Work
  • The Brand Management of Places By: E. Ofek and Nathaniel Schwalb
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College