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Ubi apresentação paulo moreira

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Ubi apresentação paulo moreira

  1. 1. city<br />marketing<br />UBI<br />Maio 2010<br />Paulo Moreira<br />
  2. 2. globalização<br />=<br />competição<br />=<br />city marketing<br />
  3. 3. city marketing plan<br />Porquê?<br />Para quem?<br />Com quê?<br />
  4. 4. city marketing<br />Porquê?<br />Captação de recursos?<br />Motivação/mobilização Interna?<br />…<br />Design criativo?<br />
  5. 5. city marketing<br />Para quem?<br />P. Externos?<br />Turistas, Investidores, Talentos,<br />Gov. Central, outras instituições (FPF)…<br />P. Internos?<br />Residentes, comerciantes, inst. locais …<br />
  6. 6. city marketing<br />Com quê?<br />Produtos?<br />Posicionamento?<br />
  7. 7. CityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCity<br />cidade<br />=<br />marca<br />
  8. 8. NEW<br />YORK<br />PARIS<br />amsterdam<br />LONDON<br />TOKYO<br />
  9. 9. PARIS logo?<br />PARIS slogan?<br />?<br />We'llalwayshave Paris<br />
  10. 10. NY?<br />amsterdam?<br />
  11. 11. CityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCitycitybrandCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCityCity<br />citybrand<br />citybrand<br />
  12. 12.
  13. 13. o que é a marca?<br />Um logótipo?<br />Um slogan?<br />Um produto?<br />Uma imagem?<br />
  14. 14. o que é a marca?<br />
  15. 15. marca?<br />> sinal de distinção<br />> selo de confiança<br />> garantia de qualidade<br />promessa<br />
  16. 16. marca?<br />> é cultura<br />> é desporto<br />> é…<br />
  17. 17. marca?<br />?<br />
  18. 18. Marca: que promessa?<br />
  19. 19. city<br />brand<br />marca cidade<br />fornecedores <br />produtos <br />Pub. alvo<br />Câmaras Municipais <br />Turistas<br />P1<br />P2<br />P3<br />P4<br />…<br />Pn<br />Outras Ent. Publ./Priv.<br />Investidores<br />Comerciantes<br />Governo central/regional<br />Residentes<br />Talentos<br />Residentes<br />Investidores locais<br />Residentes<br />Residentes<br />Investidores locais<br />. . .<br />Investidores locais<br />Investidores locais<br />. . .<br />marca cidade ≠ marca produto<br />
  20. 20. marca cidade<br />Balmer (2001)<br />
  21. 21. Tabela 3 – Marca Produto Vs Corporate Brand. Adaptado de Balmer (2001)<br />marca cidade<br />conceito<br />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.<br />marca cidade = processo<br />
  22. 22. Tabela 3 – Marca Produto Vs Corporate Brand. Adaptado de Balmer (2001)<br />marca cidade<br />Como criar?<br />
  23. 23. SINAL<br />Triangulo<br />da marca<br />Identity<br />mix<br />NOME<br />Lencastre, 2001<br />marca<br />EMISSÃO<br />RECEPÇÃO<br />MISSÃO<br />IMAGEM<br />Marketing<br />mix<br />Image<br />mix<br />
  24. 24. CITY IDENTITY MIX<br />Logótipos<br />Nominativos<br />Figurativos<br />Sonoros<br /> …<br />Triangulo<br />da marca<br />cidade<br />NOME<br />marca<br />cidade<br />CITY IMAGE MIX<br />Presença O lugar(Place) Potencial Pulsar Pessoas Pré-requisitos<br />CITY MARKETING MIX<br />Design Urbano<br />Infra-estruturas<br />Serviços Básicos<br />Pessoas<br />Atracções<br />MISSÃO<br />IMAGEM<br />
  25. 25. PROJECTO<br />www.bilbao.net<br />
  26. 26. city<br />marketing<br />Obrigado pela atenção<br />

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