CITY BRANDS MANAGEMENT <br />PORTO TURISMO’S BRAND CASE<br />PAULO MOREIRA<br />December 2010<br />
ABSTRACT<br />Brand studies have become increasingly important to business sciences. According to them, brand’s role in th...
1. INTRODUCTION<br />
PLACE PROMOTION<br />EXIST<br />SINCE  XIX CENTURY<br />BUT…<br />
GLOBALIZATION<br />=<br />COUNTRY/CITY COMPETITION<br />=<br />ENTREPRENEURIAL CITY<br />
PLACE MARKETING<br />TOOL<br />FOR PLACE DEVELOPMENT<br />IF A PLACE DON´T HAVE THE REQUIREMENTS OF ITS TARGET,  OTHERS  W...
BRAND<br />
‘A name, term, sign symbol or a combination of these, that identifies the maker or seller of the product’<br />(Kotler ,19...
BRANDS<br />ARE<br />ONLY A LOGO<br /> ?<br />
BUT…<br />2<br />BRAND<br />LEVELS<br />
EMOTION<br />REASON<br />
SO…<br />BRAND MUST BE <br />A BENEFIT, <br />A MISSION, <br />A REASON TO BE<br />A PROMISSE<br />
?<br />
PLACE BRAND<br />AN ASSET WITH <br />A HUGE<br />ECONOMIC AND<br />SICOLOGIC<br />VALUE<br />
PLACE BRAND<br />Development of an image and its communication to their potential audiences, based on positive values and ...
2. RESEARCH GOALS<br />2. BUILDING CITY BRANDS<br />
 recourses<br /> internal motivtion/mobilization<br />…<br />Creative design?<br />WHY<br />?<br />FOR WHOM<br />?<br />Ex...
CITY MARKETING MIX<br />
DNA<br />HERITAGE<br />history<br />culture<br />language<br />
SKELETOR<br />STRUCTURES<br />educational<br />cultural<br />leisuresports<br />health<br />security <br />
CIRCULATION SISTEM<br />NETWORKS<br />roads<br />transportations<br />communications<br />water and urban waste<br />
AESTHETIC<br />architecture<br />urban signs and furniture<br />Image logo<br />
VOICE<br />advertising public relations events<br />
3. RESEARCH GOALS<br />
<ul><li>UNDERSTAND CITIES BRANDS MANAGEMENT
BRAND CITIES PEOPLE  PERCEPTION
APPLY MARKETING CONCEPTS TO PLACES AND CITY BRANDS
 DEVELOPED AN ANALYSIS TOLL  FOR CITY BRANDS</li></li></ul><li>4. FRAMEWORK<br />(ANALISYS MODEL)<br />
identity mix<br />NAME<br />BRAND<br />marketing<br />mix<br />image<br />mix<br />MISSION<br />IMAGE<br />Lencastre (2001...
CITY IDENTITY MIX<br />LOGOS<br />NAMES<br />IMAGES<br />SOUNDS …<br />NAME<br />CITY<br />BRAND<br />CITY<br />IMAGE MIX<...
4. RESEARCH QUESTIONS<br />
Q1.How to develop a city brand  MARKETING MIX ?<br />Q2.What is the relationship between city BRAND SIGNALand its MISSION?...
CITY<br />BRAND<br />
5. CASE STUDY<br />
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City Brands Management

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City Brand Triangle an analyzing tool to study city branding or how to manage successeful City Brands.

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City Brands Management

  1. 1. CITY BRANDS MANAGEMENT <br />PORTO TURISMO’S BRAND CASE<br />PAULO MOREIRA<br />December 2010<br />
  2. 2. ABSTRACT<br />Brand studies have become increasingly important to business sciences. According to them, brand’s role in the relationship between organizations and their audiences is becoming more and more relevant.<br />This is also true when it comes to one of the most important assets of a country, city or region - place brand. Thus, the main purpose of this work is to study city branding and the development of a concept capable of reuniting all its different features.<br />In this study we discuss the use of marketing concepts to places and place brands. Also, is proposing an analyzing tool to study city branding and all its variables: identity mix, marketing mix and image mix.<br />This tool can help researchers and brand managers, since it reflects the different perspectives of city branding management, making it possible to have a broad view of the brand in a schematic way. <br />
  3. 3. 1. INTRODUCTION<br />
  4. 4. PLACE PROMOTION<br />EXIST<br />SINCE XIX CENTURY<br />BUT…<br />
  5. 5. GLOBALIZATION<br />=<br />COUNTRY/CITY COMPETITION<br />=<br />ENTREPRENEURIAL CITY<br />
  6. 6. PLACE MARKETING<br />TOOL<br />FOR PLACE DEVELOPMENT<br />IF A PLACE DON´T HAVE THE REQUIREMENTS OF ITS TARGET, OTHERS WILL TAKE THAT PLACE IN CONSUMER PREFERENCES<br />
  7. 7. BRAND<br />
  8. 8. ‘A name, term, sign symbol or a combination of these, that identifies the maker or seller of the product’<br />(Kotler ,1991)<br />BUT…<br />
  9. 9. BRANDS<br />ARE<br />ONLY A LOGO<br /> ?<br />
  10. 10. BUT…<br />2<br />BRAND<br />LEVELS<br />
  11. 11. EMOTION<br />REASON<br />
  12. 12. SO…<br />BRAND MUST BE <br />A BENEFIT, <br />A MISSION, <br />A REASON TO BE<br />A PROMISSE<br />
  13. 13. ?<br />
  14. 14. PLACE BRAND<br />AN ASSET WITH <br />A HUGE<br />ECONOMIC AND<br />SICOLOGIC<br />VALUE<br />
  15. 15. PLACE BRAND<br />Development of an image and its communication to their potential audiences, based on positive values and perceptions, from local attributes - innate or developed - that make it a unique place.<br />
  16. 16. 2. RESEARCH GOALS<br />2. BUILDING CITY BRANDS<br />
  17. 17. recourses<br /> internal motivtion/mobilization<br />…<br />Creative design?<br />WHY<br />?<br />FOR WHOM<br />?<br />External: Tourists, Investors, Talents, Central Gov., others countries or institutions…<br />Internal: Residents, local businessmen, local institutions …<br />WHIT WHAT<br />?<br />Products/services<br />Positioning<br />
  18. 18. CITY MARKETING MIX<br />
  19. 19. DNA<br />HERITAGE<br />history<br />culture<br />language<br />
  20. 20. SKELETOR<br />STRUCTURES<br />educational<br />cultural<br />leisuresports<br />health<br />security <br />
  21. 21. CIRCULATION SISTEM<br />NETWORKS<br />roads<br />transportations<br />communications<br />water and urban waste<br />
  22. 22. AESTHETIC<br />architecture<br />urban signs and furniture<br />Image logo<br />
  23. 23. VOICE<br />advertising public relations events<br />
  24. 24. 3. RESEARCH GOALS<br />
  25. 25. <ul><li>UNDERSTAND CITIES BRANDS MANAGEMENT
  26. 26. BRAND CITIES PEOPLE PERCEPTION
  27. 27. APPLY MARKETING CONCEPTS TO PLACES AND CITY BRANDS
  28. 28. DEVELOPED AN ANALYSIS TOLL FOR CITY BRANDS</li></li></ul><li>4. FRAMEWORK<br />(ANALISYS MODEL)<br />
  29. 29. identity mix<br />NAME<br />BRAND<br />marketing<br />mix<br />image<br />mix<br />MISSION<br />IMAGE<br />Lencastre (2001)<br />
  30. 30. CITY IDENTITY MIX<br />LOGOS<br />NAMES<br />IMAGES<br />SOUNDS …<br />NAME<br />CITY<br />BRAND<br />CITY<br />IMAGE MIX<br />PRESENCE THE PLACE POTENCIAL PULSE PEOPLEPRE-REQUISITES<br />CITY<br />MARKETING MIX<br />ADN<br />SKELETOR<br />CIRCULACION SISTEM<br />AHESTHETIC<br />VOICE<br />MISSION<br />IMAGE<br />(Anholt, 2006a)<br />
  31. 31. 4. RESEARCH QUESTIONS<br />
  32. 32. Q1.How to develop a city brand MARKETING MIX ?<br />Q2.What is the relationship between city BRAND SIGNALand its MISSION?<br />Q3.How do PUBLIC perceive city brand?<br />Q4.What is the relationship between city BRAND MISSION and city IMAGE among its stakeholders?<br />
  33. 33. CITY<br />BRAND<br />
  34. 34. 5. CASE STUDY<br />
  35. 35.
  36. 36. INFORMATION COLLECT<br />SIGNAL<br />Brnad semiotics DIMENSIONS  qualitative-iconic  singular-indexical  conventional-symbolic (Perez, 2007)<br />MISSION<br /><ul><li> websites
  37. 37. studies
  38. 38. brochures
  39. 39. interview</li></ul>IMAGE<br /><ul><li> survey</li></ul>Convenience sample<br />(221 obs.)<br />
  40. 40. STUDY RESULTS<br />NAME<br />EFFECTIVE<br />POSITIONING<br />INTENDED<br />POSITIONING<br />CITY<br />BRAND<br />MARKETING MIX<br />PORTO World Heritage<br /><ul><li> Historic city center
  41. 41. Bridges</li></ul>IMAGE MIX<br /><ul><li>Architecture
  42. 42. Culture
  43. 43. People</li></ul>MISSION<br />IMAGE<br />

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