Ed Burghard on Economic Development and Brand America

Florian Kaefer
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Florian Kaefer: The Place Brand Observer

A chapter in An Insider’s Guide to Place Branding, 2021, pp 109-112 from Springer

Abstract: Abstract USA | Ed Burghard is a retired Procter & Gamble branding expert. His Strengthening Brand America Project helps economic development professionals manage their place branding process. Ed’s focus is on educating place marketers on how to successfully reapply private sector branding principles to place branding. He teaches (1) a brand is a promise that sets an expectation and (2) Place Branding = Place Making + Place Marketing. Economic Development Organizations contract Ed to ensure leadership understands branding and to help organize their strategic approach to ensure success.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-67144-0_18

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DOI: 10.1007/978-3-030-67144-0_18

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