City Branding: The case of Stockholm (Sweden).


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Stockholm's City Branding.

AthensCoCreation BrandingProject

Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab

Published in: Business, Travel

City Branding: The case of Stockholm (Sweden).

  1. 1. StockholmThe branding of
  2. 2. Some dataStockholm + Uppsala region[2002, just before embarking the current branding effort]• 26 + 6 municipalities• 2,1 million people (25% of total population)• 100.000 companies• 25.000 in technology sectorSource:
  3. 3. Branding timeline(up until 2003)
  4. 4. • 1997: Business Arena Stockholm (B.A.S.)official inward investment office for the region- for the first time, a joint platform for the regional promotion- 4 target markets (clusters): ICT / life sciences / enviro / banking&finance• 1998: Stockholm’s Visitors Board (S.V.B.)• 1999: Christer Asplund becomes managing directorof both B.A.S. and S.N.K. (Stockholm EconomicDevelopment Agency)-Asplund specialised in place marketing and branding(co-author of "Marketing Places Europe” [1999])- strictly followed his work as a guideline in the case of Stockholm
  5. 5. • 2000: Award of Excellence for Innovative Regions (E.U.)leads to the “Region of excellence” brand, as an umbrella for theclustersStill, the clusters have also been promoted with specific brands, using slogans such as:•“Mobile Valley - the IT capital of Europe”•“Biotech - a leading cluster in Europe”•“Environtech - the cleanest capital in the world, exporter of clear air and clean water”•“Banking and Finance - the financial hub in the Baltic region”• 2002: The ICT cluster confronted macroenvironment problems;the B.A.S. reacted by developing the “mCity” brand(focusing on innovative mobile applications), supportedby private companies
  6. 6. • 2002: New international marketing plan by B.A.S.-S.N.K. + S.V.B.,with a focus on cluster values.“Inspired in Stockholm” slogan, used both for tourism and businessStockholm place marketing targeted towards “soft place attraction factors”(quality of life, competence, cluster networking)• [2003: B.A.S. & S.N.K. > budget of 9 m. euros / staff of 50 persons]
  7. 7. Some remarks• detailed & regular strategic analysis > strong basis(supported quick reactions to market changes,such as that of the ICT)but• brand “Region of Excellence” > too generic• use of two umbrella brands (together with “Inspired inStockholm”) > confusing• use of parallel cluster-focused brands> also confusingFinally, Asplund’s resignation led to changes in themanagement of Stockholm region marketing
  8. 8. Stockholm’s branding, todayThe goal:• increase in– business (inward investment)– tourismMain challenge:• dealing with a new, global competition landscapeProblem with the branding in the past:• lack of focus & consistency“The big problem with saying too many thingsis that your positioning gets weaker.” (Julian Stubbs)Source:
  9. 9. Business proposition / Brand essence• “Simply put, we saw that Stockholmis the most important place in Scandinaviafor tourism and for business.”> To communicate the idea:• “If Scandinavia was a countrythen Stockholm would be its capital.”– “bold, simple and just a little provocative”
  10. 10. Brand Logo• progressive society• high tech industrybut also• old town• important heritagetypography, colors, symbol• water & sky (blue)• “modern”, design (grey)• crown …
  11. 11. guidance materialThe Brand book“to help keep consistency of theverbal and visual identity”+ detailed information on how to uselogo, text segments etc. in printedmaterial, ads, and for presenceon the Internet
  12. 12. Stockholm Business Alliance• In 2007, a year after it was formed, the SBA consisted of 43municipalities in the Stockholm-Mälardalen region (today 51)and had the specific aim of deepening and developing thecommercial policy and activities in the region.• An important element in the partnership is to attract inboundinvestments to the region and thus create a joint responsibility forbranding, processing and receiving business organisations to theregion.• Furthermore, over 430 organisations around the Stockholm regionare using today the “Capital of Scandinavia” brand.Source:
  13. 13. And some controversy…• “… in the Stockholm case … people obviouslyhave not yet embraced the bold statement itbuilds on … to encompass it as an internalizedidentity”• “to many it seems that Stockholm is not thenatural capital of Scandinavia”• J. Stubbs: “I’m just a bit worried that the nexttime I visit Norway they might not let me in …”
  14. 14. “Wish You Were Here”Julian Stubbs’ book,published in 2011,examines the issuesin building a placebrand, focusing on hiswork in developingthe Stockholm brand
  15. 15. Thank you for your attention!
  16. 16. TheSmartCityTeam:T. Androutsopoulos Giannibasdgiannibas@gmail.comV. Kasvikivkasviki1@gmail.comK. Kentrou@kentroukEl. Michalaki
  17. 17. PANTEION UNIVERSITY OF SOCIAL AND POLITICAL SCIENCESDepartment of Communication, Media and CultureMA in Cultural ManagementCourse: Cultural Marketing and CommunicationCourse Instructor: Betty Tsakarestou, Assistant Professor and Head ofAdvertising and Public Relations LabAthensCoCreationBrandingProjectAthens, May 2013