International Place Branding Conference Special Edition: Roots – Politics – Methods Conference Proceedings
In this special session of the International Place Branding Conference in Utrecht, we reflected on the shared ideas of place branding and discussed conclusions that are debated among experts in the profession. The dialogue between the participants resulted in a common understanding that will function as the base for further discussions on place branding.
This book is a collection of all papers presented at the conference, with only a few exceptions. The authors have updated them and are responsible for their content and language, as very little editing was undertaken on our side. Some papers are more mature and fit for publication, while others are clearly “work in progress”. It was important for us to present them all here, thus encouraging the authors to work on them in the near future.
One of the basic principles of successful place marketing and branding is the thoughtful analysis of target groups needs and preferences. Many authors show favour to the city residents as the core target group. The residents may also be segmented into the smaller groups, and in some cases successful strategies are targeted to the needs of this very specific group of citizens. One of such groups – the so-called creative class – became very popular among practitioners as a primary target group for place marketing and branding. The purpose of the paper is to compare creative and non-creative class in terms of their preferences of particular attributes, which describe a city as a whole.