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city marketing UBI Maio 2010 Paulo Moreira
globalização = competição = city marketing
city marketing plan Porquê? Para quem? Com quê?
city marketing Porquê? Captação de recursos? Motivação/mobilização Interna? … Design criativo?
city marketing Para quem? P. Externos? Turistas, Investidores, Talentos, Gov. Central, outras instituições (FPF)… P. Internos? Residentes, comerciantes, inst. locais …
city marketing Com quê? Produtos? Posicionamento?
CityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCity cidade = marca
NEW YORK PARIS amsterdam LONDON TOKYO
PARIS logo? PARIS slogan? ? We'llalwayshave Paris
NY? amsterdam?
CityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCitycitybrandCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCity citybrand citybrand
o que é a marca? Um logótipo? Um slogan? Um produto? Uma imagem?
o que é a marca?
marca? > sinal de distinção > selo de confiança > garantia de qualidade promessa
marca? > é cultura > é desporto > é…
marca? ?
Marca: que promessa?
city brand marca cidade fornecedores  produtos  Pub. alvo Câmaras Municipais  Turistas P1 P2 P3 P4 … Pn Outras Ent. Publ./Priv. Investidores Comerciantes Governo central/regional Residentes Talentos Residentes Investidores locais Residentes Residentes Investidores locais . . . Investidores locais Investidores locais . . . marca cidade ≠ marca produto
marca cidade Balmer (2001)
Tabela 3 – Marca Produto Vs Corporate Brand. Adaptado de Balmer (2001) marca cidade conceito Desenvolvimento de uma imagem e a sua comunicação aos seus públicos potenciais, baseada em valores e percepções positivas, provenientes de atributos locais –  inatos ou desenvolvidos – que tornam esse local único no mundo. marca cidade = processo
Tabela 3 – Marca Produto Vs Corporate Brand. Adaptado de Balmer (2001) marca cidade Como criar?
SINAL Triangulo da marca Identity mix NOME Lencastre, 2001 marca EMISSÃO RECEPÇÃO MISSÃO IMAGEM Marketing mix Image mix
CITY IDENTITY MIX Logótipos Nominativos Figurativos Sonoros      … Triangulo da marca cidade NOME marca cidade CITY IMAGE MIX Presença O lugar(Place) Potencial Pulsar Pessoas Pré-requisitos CITY MARKETING MIX Design Urbano Infra-estruturas Serviços Básicos Pessoas Atracções MISSÃO IMAGEM
PROJECTO www.bilbao.net
city marketing Obrigado pela atenção

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