Bearing the landscape in mind: psychology, emotions and marketing for place branding
24 Jul 2010
On Wednesday June 23rd, the seminar "Bearing the landscape in mind" took place at the Palazzo del Ridotto in Cesena. Organized by the Faculty of Psychology of the University of Bologna, the seminar examined what the language of advertising defines as "brand identity" of a territory by means of the first-hand accounts of the professionals in the field and relevant case-history analysis.
The objective was that of underlining the integration of different analytical and research perspectives: that of the public institution as a client, that of the agency outlining the communication strategy, that of the territorial economy and that of the consumers psychology. Contributions to this academic event were made by Roberto Rondinelli, President of MPR Integrated Communication Agency, Stefano Romagnoli, CEO of Tuscany Promotion and Fabio Berardi, State Secretary of Tourism in the Republic of San Marino, who discussed with Professor Pier Luigi Garotti, President of the Degree Course in Sciences of Behavior and Social Relations, Riccardo Bresciani, Adjunct Professor of Communication and Marketing in the Faculty of Psychology of Cesena and Fabio Ancarani, of the Faculty of Economics in Forlì.
The seminar was a very interesting occasion for the analysis of the different strategies and means of communicating in the field of touristic marketing, investigating the implications of the construction of a territorial "brand identity" with regards to consumers psychology.