Hammad Kazi | Munib Farid | Amir Touseef | Eduardo Oliveira Graduate School of Business | University Sains Malaysia Abstract Territories, such as countries, regions and cities, compete with other geographical areas in order to attract investments, markets, businesses, residents, tourists, talents and entrepreneurs, as well as the hosting of cultural and sporting events. This process is intensified with the growth of internationalization and globalization. These territories need to identify the opportunities and strengths to achieve competitive advantages for efficient access to markets, resources and people. A clear definition of place branding, developed in a consistent, cooperative way with stakeholders and as a product of a cooperative network between local, regional and national stakeholders, can promote the production base, increasing the touristic and human resource flows. Investors, citizens of different nationalities, students and researchers take part of this flow. Place branding is a new trend in marketing and territorial or destination marketing research. Place branding is a powerful tool available to academics and professionals who dedicate their research to promoting geographical units in place management. Place branding is an important concept in today’s competitive world when nations are competing for tourists, consumers, donors, immigrants, the media and governments of other countries. The main goal of this paper is to understand how the Malaysia State of Penang should coordinate the marketing plans and manage the own brand to generate competitiveness within an increasingly international competition. Key-words: Marketing; Destination Marketing; Branding; Place branding; Tourism; Penang.

9. Place branding concept II: Marketing Brands Networks Residents Tourists Visitors Strategic vision Foreign investment Communication Places

10. : Simon Anholt, 2005 How to brand places? Strategy Planning Multisector

11. : Google imagens Place branding: Examples

12. Tourism & life style :http://www.iamsterdam.com/en :http://www.iloveny.com/ : Google imagens Place branding -> Examples:

13. Place branding examples: http://www.edinburgh.org/ The Edinburgh City Region Brand is a public private partnership . Edinburgh as a world influencer in science, education, the arts and business, whose stunning physical beauty and magical atmosphere always inspires . Main goals: Enhance the reputation and notoriety among the visitors, investors, looking to the region to live, work and study. Brand of the city -> Inspiring Capital

14. Internationalization http://www.enterprise-ireland.com/ Enterprise Ireland Enterprise Ireland is the government agency responsible for the development and promotion of the indigenous business sector . Mission is to accelerate the development of world-class Irish companies to achieve strong positions in global markets resulting in increased national and regional prosperity. Place branding examples: Export Inovation Competitiveness Globalization

15. : Google imagens Place branding -> Applications:

16. :http://www.maribor2012.si/si/ European Capital of Culture http://www.guimaraes2012.pt/ Place branding -> Applications: Special events Maribor -> Slovenia Guimarães -> Portugal 2012

17. 15 th Century

31. PENANG: THE BRAND

38. Current Branding and Positioning

39. New York Historical / Cultural Heritage Modern Landmarks Natural Beauty / scenic locations Urban Life Penang London Kuala Lumpur

47. Strategies for Re-branding

48. Primary Attraction Attributes Marketing Strategy Marketing Essentials Niche Markets Docking Station Sports Events MICE Exchange Education Cross-marketing

49. Thank you