• Save
City Brands Management
Upcoming SlideShare
Loading in...5
×
 

City Brands Management

on

  • 2,477 views

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

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

Statistics

Views

Total Views
2,477
Views on SlideShare
2,467
Embed Views
10

Actions

Likes
9
Downloads
0
Comments
0

2 Embeds 10

http://www.linkedin.com 9
http://www.pinterest.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

City Brands Management City Brands Management Presentation Transcript

  • CITY BRANDS MANAGEMENT
    PORTO TURISMO’S BRAND CASE
    PAULO MOREIRA
    December 2010
  • ABSTRACT
    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.
    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.
    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.
    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.
  • 1. INTRODUCTION
    View slide
  • PLACE PROMOTION
    EXIST
    SINCE XIX CENTURY
    BUT…
    View slide
  • GLOBALIZATION
    =
    COUNTRY/CITY COMPETITION
    =
    ENTREPRENEURIAL CITY
  • PLACE MARKETING
    TOOL
    FOR PLACE DEVELOPMENT
    IF A PLACE DON´T HAVE THE REQUIREMENTS OF ITS TARGET, OTHERS WILL TAKE THAT PLACE IN CONSUMER PREFERENCES
  • BRAND
  • ‘A name, term, sign symbol or a combination of these, that identifies the maker or seller of the product’
    (Kotler ,1991)
    BUT…
  • BRANDS
    ARE
    ONLY A LOGO
    ?
  • BUT…
    2
    BRAND
    LEVELS
  • EMOTION
    REASON
  • SO…
    BRAND MUST BE
    A BENEFIT,
    A MISSION,
    A REASON TO BE
    A PROMISSE
  • ?
  • PLACE BRAND
    AN ASSET WITH
    A HUGE
    ECONOMIC AND
    SICOLOGIC
    VALUE
  • PLACE BRAND
    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.
  • 2. RESEARCH GOALS
    2. BUILDING CITY BRANDS
  • recourses
    internal motivtion/mobilization

    Creative design?
    WHY
    ?
    FOR WHOM
    ?
    External: Tourists, Investors, Talents, Central Gov., others countries or institutions…
    Internal: Residents, local businessmen, local institutions …
    WHIT WHAT
    ?
    Products/services
    Positioning
  • CITY MARKETING MIX
  • DNA
    HERITAGE
    history
    culture
    language
  • SKELETOR
    STRUCTURES
    educational
    cultural
    leisuresports
    health
    security
  • CIRCULATION SISTEM
    NETWORKS
    roads
    transportations
    communications
    water and urban waste
  • AESTHETIC
    architecture
    urban signs and furniture
    Image logo
  • VOICE
    advertising public relations events
  • 3. RESEARCH GOALS
    • UNDERSTAND CITIES BRANDS MANAGEMENT
    • BRAND CITIES PEOPLE PERCEPTION
    • APPLY MARKETING CONCEPTS TO PLACES AND CITY BRANDS
    • DEVELOPED AN ANALYSIS TOLL FOR CITY BRANDS
  • 4. FRAMEWORK
    (ANALISYS MODEL)
  • identity mix
    NAME
    BRAND
    marketing
    mix
    image
    mix
    MISSION
    IMAGE
    Lencastre (2001)
  • CITY IDENTITY MIX
    LOGOS
    NAMES
    IMAGES
    SOUNDS …
    NAME
    CITY
    BRAND
    CITY
    IMAGE MIX
    PRESENCE THE PLACE POTENCIAL PULSE PEOPLEPRE-REQUISITES
    CITY
    MARKETING MIX
    ADN
    SKELETOR
    CIRCULACION SISTEM
    AHESTHETIC
    VOICE
    MISSION
    IMAGE
    (Anholt, 2006a)
  • 4. RESEARCH QUESTIONS
  • Q1.How to develop a city brand MARKETING MIX ?
    Q2.What is the relationship between city BRAND SIGNALand its MISSION?
    Q3.How do PUBLIC perceive city brand?
    Q4.What is the relationship between city BRAND MISSION and city IMAGE among its stakeholders?
  • CITY
    BRAND
  • 5. CASE STUDY
  • INFORMATION COLLECT
    SIGNAL
    Brnad semiotics DIMENSIONS  qualitative-iconic  singular-indexical  conventional-symbolic (Perez, 2007)
    MISSION
    • websites
    • studies
    • brochures
    • interview
    IMAGE
    • survey
    Convenience sample
    (221 obs.)
  • STUDY RESULTS
    NAME
    EFFECTIVE
    POSITIONING
    INTENDED
    POSITIONING
    CITY
    BRAND
    MARKETING MIX
    PORTO World Heritage
    • Historic city center
    • Bridges
    IMAGE MIX
    • Architecture
    • Culture
    • People
    MISSION
    IMAGE