Dr Bjoern Jacobsen, Luebeck Business Development Corporation, Lueback, Germany, lead a research seminar on the subject of ‘Place Branding’. The session was be in two parts. Dr Jacobsen began by exploring the theoretical foundations of place branding in the context of economic development, as well as ways of measuring the effectiveness of such approaches. He then looked at the creative industry as one target sector of place branding and apply a model developed in this business sector to show how it can be applied in practice.
The first part of the session aimed to provide everyone (from the beginners level to expert level) with an understanding of the concept place branding while the second part seeked to show how theoretical findings can be applied to practice and help managers to justify the resources spent on place branding.
