THE BRANDING OF CITIES Churkina Ksenia Group A1
What motivated peopleto come in this city and not another?
THE BRANDING OF CITIES INCLUDES: the impression made by a city, its contribution to world progress; beauty and a district climate; economic and educational potential, rhythm of life or quantity of fascinating classes which can be in this city; favorable conditions for rest and tourism; the general safety and friendliness of inhabitants.
A brand — clear, compelling and unique — is the foundation that helps to make a place desirable as a business location, visitor destination or a place to call home.
o Sightseeing and historical attractions;o Food and restaurants;o Good shopping
RESULTS OF SAFFRON CONSULTANT’S RESEARCHINGCities Asset Ass Brand Brand Utilizatio Utilizatio score et strength rank n n rank score rankAmsterdam, Neth. 83 5 96 3 115% 3Athens, Greece 73 10 80 10 110% 8Barcelona, Spain 86 3 96 3 112% 4Berlin, Germany 70 16 96 3 137% 1London, UK 88 2 97 2 110% 8Paris, France 89 1 99 1 111% 7Prague,Czech 72 11 83 8 115% 3RepublicStockholm, Sweden 72 11 85 7 118% 2
I Love New York is both a logo and a song that arethe basis of an advertising campaign have been usedsince the mid-1970s to promote tourism in New YorkCity
THIS POSITIONING OF A CITY ASSUMES AS A CARD I AMSTERDAMFOR TOURISTS WHICH GIVES VARIOUS PRIVILEGES FOR A PARKING,VISITING OF MUSEUMS, RESTAURANTS AND SO ON.
Paris - an ideal example of how sights influence citybranding. The city has been named bysmart, charming, fashionable, associated with spirits andnames Chanel and Dior.