Dentsu Inc. abic project contributed to the writing of "The Theory of Place Branding: Processes and Practical Methods for Place Branding," released today, April 18.

The book " Place Branding Theory: The Process and Practical Methods of Place Branding" (Chuo Keizai Sha), co-authored by members of the specialized organization " Dentsu abic project" which aims to solve regional issues from a "place" perspective, was released on April 18.

Chuo Keizai Sha, A5 size, 208 pages, ¥3,080 (tax included), ISBN: 978-4-502-45621-3

Authors: Hiroyasu Wakabayashi (Professor, Yokohama University of Commerce), Mitsue Tokuyama (Professor, Kansai University), Masanobu Nagao (Associate Professor, Niigata University), Nobu Miyazaki (Dentsu Inc.), Maki Sato (Dentsu Inc.)
Cover Design: Arata Kubota (Dentsu Inc.), Hiroki Ura-Naka

[Book Content]
This book serves as an introductory guide to "place branding," the practice of branding familiar "places" such as districts, cities, railway lines, and islands to drive regional revitalization. It organizes the fundamental concepts of place branding—approaching branding from a human-centered perspective focused on "place"—and explains the four stages for achieving regional revitalization. Furthermore, it combines abundant case studies with effective methodologies, structured to be easily understandable even for beginners.

It is intended not only for those involved in town development at local governments, companies, or as individuals, but also for general businesspeople, managers, operators, and others who have not previously been involved in regional revitalization, extending to high school and university students who will lead the next generation. It targets anyone aiming to solve regional issues from a "place" perspective and can also be applied to corporate branding and marketing.

[From the Table of Contents]
Chapter 1: What is Place?
Chapter 2: Defining Place Branding and Its Process
Chapter 3: Exploring the Meaning of Place
Chapter 4: Creating the Meaning of Place
Chapter 5: Collaborating
Chapter 6: Co-Creating
Chapter 7: Generating Shared Value
Chapter 8: Sharing the Meaning of Place
Chapter 9: What is Place in the Metaverse Era?

【About the Author】

Dents u Inc. Business Transformation Creative Center
Creative Planner
After joining Dentsu Inc., he leveraged his experience in magazine publishing to collaborate with editors on content development and campaign planning for diverse clients across industries. Since 2018, he has participated in the industry-academia collaborative project "Dentsu abic project," supporting regional branding, and became its representative in 2022. He plans and advances projects that re-edit regional assets from Hokkaido to Kyushu, branding them through collaboration and co-creation with local players.

Dentsu Inc. Third Integrated Solutions Bureau
Communication Director
After joining Dentsu Inc., she primarily engaged in planning and branding rooted in solving social issues. Her work spans copywriting, book production, web development, event execution, campaign planning, new product development, new business strategy, business design, corporate rebranding, and regional branding. She is also a member of the "Dentsu abic project," a specialized planning group supporting regional branding and city promotion. Leveraging the "cultural communication skills" honed through experience, he also participates in projects that verbalize the tacit knowledge embedded within corporate cultures and facilitates its sharing. As a specialist in on-the-job training (OJT)-centered field education, he is particularly dedicated to nurturing new and young employees amid the advancement of remote work. He is a co-author of the book "Introduction to 'Art Thinking': Using Imagination as a Weapon" (PHP Institute).

■About Dentsu Inc. abic project
Launched in 2005. abic stands for "area branding incubation." This project brings together members with specialized expertise in marketing and branding. Through industry-academia collaboration, it aims to solve regional challenges from a "place" perspective using "place branding."
https://www.dentsu.co.jp/abic/

■News Release Regarding This Matter