Eureka! Institutional Repository

In an increasingly competitive global market, the need for regions to create a unique identity to differentiate against their competitors has become necessary. As part of this effort, regions and cities adopt and implement specific competitiveness policies and strategic development plans to attract potential target markets (investments, tourists, new residents, Personnel, etc.). The participation in this "game", the "Place Marketing game" as it is established, is expressed by the efforts of the regions to formulate specific logos, slogans, advertising messages, public relations programs etc. The development of a strong brand name, however, is limited to promotional activities with visual elements of logos and slogans, which are customary to emerge as an administrative decision process. Nevertheless, the need for a summary and activation of the local population, businesses and community groups in the formulation, verbalization and transmission of the brand name has become imperative. The purpose of this investigation was to make a case study of the prefecture of Pieria. Moreover, through a qualitative approach, an attempt was made to create a modern Brand for the region, with wide participation of all members of the community. The research methodology was based on modern theories on the creation of place brands. For this reason working groups of citizens were created and interviews were conducted in depth with competent bodies in the region. Based on the research process and the results of the case study, our proposal for the Place Brand of the region is being presented at the end of the survey.