1. The Branding system of the Ural region Andrey Menshikov Mentor: Giulio Ceppi Tutor: Giovanni Lanzone 27th of November 2009

2. Index Situation analysis The Ural region Benchmarking The Branding system The Brand Strategy The Visual Strategy The Marketing and Communication Strategy The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

3. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone Situation analysis Because…

4. A Strong Region Brand Will… Situation analysis Communicate with authorities and economy Attract talents and investments Promote sources of economic value Enable and/or endorse change Brand exported goods profitably Redress stereotypes and cliches Express a unique core idea Build global competitive advantage Serve as a source of differentiation Link distinct country offerings The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

5. Situation analysis Investment Offerings Websites Business climate And Standard of living Channels Attributes Assets Print Broadcast Environments People Nightlife Hotel Diverse Terrain Cities Carrier Customs Exports Conferences Imports Transportation system Shopping Imports Hygienic Standards Local Arts Local Cuisine Tolerance Police The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

6. Situation analysis citizens corporate The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

7. Situation analysis The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

8. Situation analysis NATURAL BEAUTY AUTHENTICITY REST & RELAXATION FRIENDLY LOCALS SAFETY IDEAL FOR BUSINESS ENVIRONMENTALISM STANDARD OF LIVING SAFETY POLITICAL FREEDOM Resource: NationalBranding.com IDEAL FOR BUSINESS STANDARD OF LIVING ART & CULTURE EAS Y OF TRAVEL FINE DINING FINE DINING FRIENDLY LOCALS EAS Y OF TRAVEL RESORT & LODGING OPTIONS NATURAL BEAUTY The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

9. Ural region The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

10. Ural region The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

11. Ural region The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

12. Ural region The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

13. Ural region Fuel industry Metallurgy Engineering Power Chemicals Food Industry 51% 21% 12% 10% 3% 3% Industry The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

14. Ural region Russians 89% 5% 2% 3% 1% Tatars Ukranians Bashkirs Other Population The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

15. Ural region Market Drivers / Economy During the 2007 the growth of industrial outputs was 106.3 %, the growth of real incomes of the population compared to the corresponding period of last year – 106 %. This indicator let the Ural Federal District get on top in the country. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

16. Ural region Market Drivers / Gateway to Asia Ural g eographical location is on the b order between Europe and Asia on the international transport route “London-Tok y o”. Cargo turnover – 309 thousands tons per year. Warehouse area – 726 thousands square meters. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

17. Ural region Market Drivers / Politics Ural host ed the 2009 session of Shanghai Cooperation Organization leaders council The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

18. Ural region Environmental drivers / Nature The Urals region is a unique, natural, historical, ethnographic and tourist attraction. It’s location on the border between Europe and Asia provides a unique and unparalleled opportunity for guests to observe all of the above. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

19. Environmental drivers / History The town of Verkhoturye is the largest spiritual center of the Ural, famous for its architectural ensembles. Here there are 40 churches and ancient monasteries. Ural region The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

20. Ural region Environmental drivers T he borderline between Europe and Asia A high monument, with “ Europe ” sign on one side and “ Asia ” on the other. You may stand on the borderline between the continents, with one foot in Europe and the other – in Asia. If you think of a wish at that moment, it will come true! The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

21. Benchmarking The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

22. Benchmarking Country-Branded Products GENERAL COUNTRY BRAND COUNTRY TRADEMARKS SPECIFIC COUNTRY BRANDS COUNTRY-LEVERAGED PRODUCTS AFGHAN RUGS CUBAN CIGARS EGYPTIAN COTTON PORT COLOMBIAN COFFEE SCOTCH WHISKEY SWISS WATCHES FRENCH PERFUMES BELGIAN CHOCOLATES AUSTRALIAN MADE “ Grown in your own backyard” MADE IN USA “ Proudly made in the USA” TRUE ITALY “ This is a truly Italian Product!” The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

23. Benchmarking The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

24. Benchmarking Country Region City The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

25. Branding system The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

28. Branding system The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

29. Branding system Business warm atmosphere Big banks group: Barclays bank, Raiffeisen bank, Unicredit group, Intesa Sanpaolo group and so on. Consulates: The United States , French Republic , British , Germany , Austria and Italian Consulate General . Hotels (Hyatt, Radisson etc) and offices class “A” Investment business development, small-scale business support, fund-rising, F riendly policy in the taxation system. Economy During the 2007 the growth of industrial outputs was 106.3 %, the growth of real incomes of the population compared to the corresponding period of last year – 106 %. This indicator let the Ural Federal District get on top in the country. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

30. Branding system Logistic Cargo turnover – 309 thousands tons per year. Warehouse area – 726 thousands square meters. HUB The Ural’s g eographic location is on the bord er between Europe and Asia on the international transport route “London-Tok y o”. Politics Ural hosted the 2009 session of Shanghai Cooperation Organization leaders council The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

31. Branding system Inspiring Urals region is a unique, natural, historical, ethnographic and tourist attraction. It’s location on the border between Europe and Asia provides a unique and unparalleled opportunity for guests to observe all of the above. Unique Kungur Ice cave is the largest plaster cave in Ural, the sixth in the world by extent and one of the largest karstic caves of Russia. Cultural The town of Verkhoturye is the largest spiritual center of the Ural, famous for its architectural ensembles. Here there are 40 churches and ancient monasteries. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

32. Branding system Education The Ural Branch of the Russian Academy of Sciences (UB RAS) and numerous scientific research institutes and establishments are situated in Ekaterinburg. With its 16 state-owned universities and educational academies, as well as a number of private higher education institutions. Ekaterinburg boasts a highly educated and skilled population. Music A number of popular Russian rock bands were originally formed in Ural . The “Ural Rock” festival is often considered to be one of the main centers of rock music in Russia. Sport More than 100 stadiums Professional football’s club ( finalist of the Cup of Russia ) Basketball’s club is a winner of European Cup The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

33. Branding system The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

34. Branding system The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

35. Branding system Use of the shape of letter “U” as the first letter in the name of the region became the graphic solution of the region’s logo. Letters “U” stand for the four major pillars of the brand strategy: Connection, Green Economy, Nature and Social Impression. The four letters “U” form a plus sign with their interalphabetic space. The slogan “Ural. It’s a plus” strengthens the graphic image and creates a synergy of the visual perception of the region’s identity. Graphic solution of the logo The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

36. Branding system Color palette The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

37. Branding system Typography We use handwriting font. The given solution emphasizes personal reference, ease and openness, absence of bureaucratic barriers. The use of the shape of letter “U” is the basic graphic method in advertising communications. Images should be integrated in leter “U”. In key words of advertising messages the letter “U” is replaced with the graphic element ‘U” of the logo. For example: f U ture, nat U re, U nusual, b U siness, U nique and so on . Thus we create a unique graphic language that goes across all communication channels. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

38. Branding system Images Unique Warm Innovative Creative Vibrant Inspiring Building a brand is about putting a face to a name. Every image we use contributes to the way the region is perceived. Imagery should be dynamic, creative and inspiring and should reflect the brand values. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

39. Branding system The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

41. Branding system Banks Investment Insurance Airlines Logistic agencies Tourist operators Events organizers Music labels Educational institutions Companies Clients Marketing Strategy and Communication The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

42. Branding system The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

43. Branding system The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

44. Branding system Internal Internal Audiences Board Members, and all staff Regional Partners Regional Policy Partners The marketing department at the government of the region, advertising agency Principal Delivery Partners Branding Region leads, Cluster organisations (and members) Local Authorities, other government agencies, inward investment Agencies, tourist boards, Business Link Ural Region, Universities Regional Opinion Leaders Senior private sector business leaders, business representative Groups, local and regional media Other regional stakeholders Private sector, community and voluntary groups, Inward Investment and Business Support clients, general public National National Partners and founders Government departments, national government agencies, trade bodies, sector skills councils National Opinion Leaders Government Ministers, the government policy community, other political parties, think tanks, national and specialist media National Customer and clients Potential investors to the region, other national trade organisations International International opinion leaders International trade organisations International customers Potential Investors and trade organisations and clients Target audience The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

45. Branding system The major initiative of this marketing plan is organizing an international financial forum. This forum is intended to gather representatives of the world financial elite and demonstrate to them possibilities of investing and doing business in the Ural region.This forum is much likely to become a “younger brother” of the world known economic forum in Davos. The geographic location of the region on the border of Europe and Asia allows to focus not only on western capital but also on economy of Asian countries. The preliminary name of the forum “Euro-Asian International Economic Forum” will emphasize the idea of association. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

46. Branding system At long connection flights the passengers will be offered a free excursion to the monument on the border of Europe and Asia where they will be able to take a unique photo standing with one foot in Europe and the other foot in Asia. Free souvenirs will leave a nice impression about the trip as well as promote vivid stories told to relatives and friends about it. Advertising in the airport and on aircraft boards have been selected as the key channels of communication. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

47. Branding system Organizing unique international competitions on treasure search together with the world leading tour operators is the heart of the marketing plan aimed at increase of tourist appeal of the Ural region. The analogue of these competitions is the famous “Fort Bayard” show. Participants will be offered to find hidden in the mountains treasures using a route card. These competitions will include various routes: walking, mountain biking, jeep lines, rafting, labyrinths in caves, rock-climbing, etc. Therefore, various routes that can be offered by unique nature of the Urals will be demonstrated in one event. Broadcasting of the given competitions on the world leading channels and in the Internet will attract broader audience and will increase knowledge about the Ural region and its popularity in the field of tourism. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

48. Branding system It is advised to popularize the sphere of education by creating a student club that would associate all universities and higher educational institutions of Ural. Leading enterprises and companies of the Ural region will be involved as sponsors of “The Ural Student Club”. This will allow to assign new grants on education and will simplify job search for graduates. Opening of a net of grocery shops with goods presented by the Ural farmers will be a quality break in the food sphere. These shops will be positioned as shops of non-polluting fresh products. This will allow to focus on regional food and cuisine. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

49. Activity Qualitative Measurement Quantitative Measurements • Number of articles and features • Estimated advertising cost • Number of media briefings • Usage of press releases Media Relations Public Affairs • Feedback from MP’s on communication methods • Independent survey of MP’s. • Number of Briefings and presentations arranged • Number of people attending Events • Feedback from audiences at events • Media coverage of events • Number of attendees at events • Satisfaction ratings Marketing Campaigns & Materials • Surveys of perceptions of the Agency by target audiences • Feedback from customers • Feedback from partners • Outputs from campaigns • Take-up of agency services • Response to mailings/adverts • Number of collaborative initiatives E-Media • Feedback from users/customers • Comparisons with other RDA websites • Number of page views compared to public sector sites • Number of update/news stories • Average length of stay on sites Internal Communications • Feedback surveys amongst Staff / Board • Number of initiatives delivered • Improves Agency ‘corporacy’ across the organisation Corporate Identity & Branding • Feedback from customers/stakeholders on views of the logo and levels of brand recall • Usage logo amongst partner organisations • Guidelines adhered to • Signage updated & maintained Branding system Monitoring and Evaluation Framework • Analysis of positive / neutral / negativecoverage • Types of stories covered • Feedback from journalists • Key messages communicated The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone

50. The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanny Lanzone