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Place Branding: Regionale Identität als Wettbewerbsvorteil?: Die Entwicklung einer Standortmarke

Place Branding: Regionale Identität als Wettbewerbsvorteil?: Die Entwicklung einer Standortmarke

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich Geowissenschaften / Geographie - Bevölkerungsgeographie, Stadt- u. Raumplanung, Note: 1,0, Ruhr-Universität Bochum, Sprache: Deutsch, Abstract: Mit den Worten von Simon Anholt beginnend, kein Standort "[...] can now think of surviving, let alone prospering, unless it knows how to wield the weapons of business" (Anholt, 2010a: 3). Es handelt sich hier um kein neuartiges Phänomen. Seit Anbeginn der Geschichte stehen Orte in einem Konkurrenzkampf um Siedler, Konsumenten, Besucher und Investoren (vgl. Ashworth/Kavaratzis, 2010: 1). Doch gerade in der modernen, von technischem Fortschritt geprägten Welt, scheint diese Erkenntnis immer wichtiger geworden zu sein. Neue Anforderungen an Wirtschaftsstandorte drängen Gemeinden, Städte und Regionen dazu, sich mithilfe einer eigenen Marke im Wettbewerb behaupten zu können. In den letzten Jahren kann man regelrecht von einer "Labelflut" (Scherer, 2010: 276) sprechen. Umso wichtiger ist es zu erkennen, dass Orte kontinuierlich produziert, wahrgenommen und konsumiert werden durch interaktive Prozesse sowohl in der physischen als auch virtuellen Umgebung (vgl. Govers/Go, 2009: 2). Durch die globale Vernetzung sind Standorte zunehmend globalen Kräften ausgesetzt, auf die auf lokaler Ebene reagiert werden muss. Konsumenten, Besucher und Investoren entwickeln sogenannte "glocal identities" (Cresswell, 2004: 11) und verfügen über eine Vielzahl an Möglichkeiten. Es werden Standorte bevorzugt, welche ihre individuellen Interessen und Bedürfnisse abdecken. Es ist folglich essentiell durch verschiedene Standorttypen unterschiedliche Lebensstile möglich zu machen. Ziel des Place Branding ist somit die Bedeutung und Einzigartigkeit eines jeden Ortes hervorzuheben und nicht auf der gleichen Ebene mit anderen Standorten zu konkurrieren, sondern einen eigenen, einmaligen Pfad zu beschreiten. Hierbei scheint die regionale Identität der Schlüssel zum Erfolg zu sein, um bei den Rezipienten ein positives


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Product Details
  • ISBN-13: 9783656654773
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 45 gr
  • ISBN-10: 3656654778
  • Publisher Date: 20 May 2014
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Sub Title: Regionale Identität als Wettbewerbsvorteil?: Die Entwicklung einer Standortmarke
  • Width: 148 mm


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Place Branding: Regionale Identität als Wettbewerbsvorteil?: Die Entwicklung einer Standortmarke
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