2nd International Place Branding Conference, Branding Cities: The Search for Place Identity

Venue: Bogota

Location: Bogota, Colombia

Event Date/Time: Jan 20, 2011 End Date/Time: Jan 22, 2011
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20th-22nd January, 2011
Camara de Comercio de Bogota
Chapinero Venue
Bogota, Colombia

Theme of the Conference:

The 1st International Place Branding conference in Berlin in 2008 brought together a variety of academicians and practitioners and triggered a lively discussion that has been kept very much alive ever since. Yet, theoretical and methodological approaches on the one hand as well as case studies of implementation on the other, opened a vast range of unanswered issues; and with it, a vague promise of the community that we shall ‘meet again’ to share experiences, doubts or ideas.

There is still little consensus on the exact nature of place branding, its relations to product branding or marketing, visual branding, promotion, advertising as well as its
interaction with other forms of local development. At the same time, a growing number of consultancies claim to specialize on place branding exhibiting, however, an arguably limited understanding of the scope of the activity. In particular critical theorization of the issue has led us to a series of unanswered questions: How do we define a place identity which is not static or essentialist, which both respects the internal contradictions of places and yet grasps their distinctiveness? How does branding places involve local communities without being imposed upon them by external consultants? Is there a way of understanding place branding in the context of the interdependence of places and not always against a background of competition?

In this 2nd International Place Branding Conference we hope to get closer to developing a ‘common language’ among the different disciplines involved. Also, the conference aims at enriching the dialogue between academics, practitioners and city representatives who often approach very similar issues from different angles. Therefore, the conference adopts an interdisciplinary and international perspective aiming to address the theme
in its full complexity. Bogota, Colombia is a city of contrasts, one of the most vibrant metropolises in Latin America, a lively hub of economic and cultural life. The city has recently designed a place branding strategy to bridge the gap between reality and image,
so that placing the conference there seemed like the natural thing to do.

Conference Information:

The conference will be held in the city of Bogota, Colombia between Thursday 20th and
Saturday 22nd January, 2011. The conference programme will include keynote lectures,
paper sessions and panel discussions. Delegates will have the opportunity to follow a
technical tour of various interesting sites in the city demonstrating a range of relevant
issues. A social programme will also be devised to foster interaction and networking

Conference Organisers:

in:polis | urbanism
Georg Simmel Center for Metropolitan Studies - Humboldt University Berlin

Conference Partners:

Camara de Comercio de Bogota (CCB)
Institute of Place Management
Association for Place Branding & Public Diplomacy
Universidad Externado de Colombia | Facultad de Administracion de Empresas
Turisticas y Hoteleras
Invest in Bogota (IB)

Conference Sponsors:
Hoteles Dann:
The Hoteles Dann are offering special prices to all conference attendants. (See registration form/Special accommodation offer. The file can be downloaded directly from the official conference website).

Conference Secretariat:
Verena Rober
in:projectis | project management
email: conference@inpolis.com

Conference Website:
2nd International Place Branding Conference
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