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City branding for presentation
1.
2. Introduction
0 Cities throughout world are increasingly importing the concept and
techniques of product branding for use within place marketing, in pursuit of
wider urban management goals. However, there is as yet little consensus
about the nature of city branding, let alone its role in public sector urban
planning and management.
2
5. Cities and tourist gaze
Why people travel?
• for leisure and visit certain places.
• to search for visual experiences.
• They look at particular features of a place, such as famous church, beautiful
landscape, etc
Place gazed upon are varies by society:
Chinese tourist for example, prefer skyscrapers .
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6. 6
At 19th century, a travel guides emerged
photography grown up by taken pictures of
places
8. Brand at the Core of all Marketing Activities
Brand
Imagery
Design
Style
Marketing
Campaigns
Brochures,
Print, etc.Website
Logo
Behaviour
9. BRANDING THE
URBAN
IMAGINARY
As a variety of urban and
cultural theorists have
shown, the space of the
city is produced not only
materially and
geographically but also in
the social imagination and
through changing modes
of cultural representation.
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PESSIMISTIC SCENARIO
a narrow range of
interests, driven by
inter-urban
competition, will
continue to favour
the pursuit of
development at any
cost.
THE MOST HOPEFUL SCENARIO
is that a wide variety of
interests can coalesce around
the idea that improvements in
the quality of urban life for all
— an increasingly crucial
economic as well as social
consideration — can satisfy a
wide range of demands and
needs.
Scenarios for the future
of urban issues
(Kavaratzis, 2004)
10. Over the past 150 years, “urban
imagineers” working with local
advertising agencies, publishing
houses, broadcasters, and other
emerging media industries have created
an extensive “critical infrastructure” of
urban guidebooks, reviews, and press
coverage with which to mediate ever
more complex consumer spaces.
And particularly during the past 30 years, as
shifts in the global, national, and local
economic base have forced cities to
market themselves internationally in
search of new sources of revenue, we
have seen most clearly how new media,
in the hads of rising urban elites, do not
simply sell new urban imaginaries but
help to construct and impose them.
http://www.ub.edu/masteroficial/antropologia/images/pdf/4.%20greenberg.pdf
BRANDING
THE URBAN
IMAGINARY
With the dual rise of the capitalist metropolis and modern technologies of
mass media, differentials in representational and promotional power
have widened.
12. From city marketing to city branding:
0 City marketing application is
largely dependent on the
construction, communication
and management of the city’s
image, as it is accepted that
encounters with the city take
place through perceptions and
images.
0 the object of city marketing
is the city’s image, which in
turn is the starting point for
developing the city’s brand.
(Kavaratzis, 2004)
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Earlier marketing techniques were used to promote cities
worldwide.
13. Place Branding
0 Place branding can be described as:
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“the process of discovering, creating,
developing and realizing ideas and
concepts for reconstructing place
identities, their defining traits and
‘genius loci’ and subsequently
building the sense of place, by efforts
and investments in hardware (e.g.
infrastructure, buildings), software
(e.g. events, stories), orgware (e.g.
co-operative organisational
structuring) and virtual ware (e.g.
symbols and symbolic actions,
websites)”.
Place branding is a new trend, only half a decade old, where image of the city was considered as a pre-requisite for
future investments, export of products and enhancing tourism.
Place branding should not be confused with marketing, as it is more inclusive and displays cities ideals,
accomplishments and aspirations apart from just concentrating on the markets to be served.
14. 0 City Branding is the process of branding a city or place
is called as geo-branding, place branding.
0 Cities around the world are branding themselves just
like other commodities as they compete to be the best
Introduction of the theory of city branding
http://planningtank.com/city-insight/city-branding 11/07/2016 by Malvika Paliwal
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“A strong place brand helps a place compete in the
global marketplace,”
says Chris Fair
(President, Resonance, Marketing Firm)
What is City Branding?
16. the concepts of brand strategy
adopted from:
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the
commerci
al world,
applied in
pursuit of
urban
developm
ent
regenerati
on
quality of
life.
17. Nation Brand Index
0 Simon Anholt 2005, It measures the power and quality of each country‘s ‘brand
image‘ by combining the following six dimensions:
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18. Nation Branding Influential Map
Natural
Resources
Nature
Resources
Culture
Education Industries
Economy
Geography
Cities
Politics
Economy Political Structure
Soc. System
People
History Education
Culture
Etiquette
Character
Nation
Brands
24. “
over the same 30-year period and faced with similar competitive pressures and identity crises, city agencies
and city-based businesses, separately and in concert, have begun to employ branding strategies to re-create
and market their own cities.
In the wake of widescale deindustrialization and federal retrenchment, new “synergies” have formed between
traditional city boosters (chambers of commerce, city halls, etc.; local and transnational corporations based
in advertising, media, and culture industries; as well as high- and low-end service industries, from finance
to real estate to restaurants. Through branding their city, these groups seek to forge emotional linkages
between a commodified city and its increasingly footloose middle- and upper-class consumers (i.e., new
potential residents, investors, corporate partners, tourists, and so on) in such a way that the name of the
city alone will conjure up a whole series of images and emotions and with them an impression of value.
Ultimately, they hope their city’s identity will merge with its commercialized image as produced by
advertising, media, and cultural industries and be repurchased as if it were real. In the process, the “real”
material city is altered to conform to the idealized image of the brand-name city and to facilitate its further
commodification.
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Greenberg / BRANDING CITIES
25. Branding is about conveying the symbolic
essence of a city to target audiences for
strategic gain
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Simon Anholt, claims in his book, Places: Identity, Image and
Reputation(2010), that the ‘brand’ of an urban community is only a
metaphor, not a real brand comparable to the brand in business. This is
primarily because of the diffused and unaligned nature of cities and the
difficulty to manage the city as a brand. That is why he prefers the term
‘competitive identity’ rather than ‘city brand.’
27. 1. Cities have to compete in the modern day world and have to adjust to it
because of the constantly changing environment
2. Cities grow due to urbanisation. A powerful brand name would help to
brush through economic slowdowns and would be a shield to negative
publicity.
3. Countries are more competitive these days for affluent residents and
tourists. To sustain competitive advantage, countries are now more
attentive to become a more attractive destination for tourists.
4. Self-governance and local funding is the final reason. Cities these days
understand the power of creating international events to place them on
a world map. It is also through these efforts, that different types of
funding (advertisements, live telecasts’ fee, tickets revenue, food and
beverage, hotels, etc) can be generated. 27
Kotler et al, (1999) suggested four critical reasons
explaining the need of city branding. These adapted
reasons are:
Why Branding?
28. Cities should brand
themselves to:
1. Adds value to itself with the
efficiency
in terms of good economic growth of the city,
increased per capita income and increase in funds
for municipalities for future development.
2. Creating image of a city in peoples
mind
0 City branding should not be perceived simply
as branding or marketing, it is the art of
creating image of a city in peoples mind so that
they are attracted towards it.
0 Added Value can come in many forms, most of
them non-functional and emotional and not as
quantifiable as the functional ones.
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29. 0 to assert their individuality in pursuit of various economic, political
or socio-psychological objectives.
0 a specifically-designed place identity and promote it to identified
markets, whether external or internal.
0 any consideration of the fundamental geographical idea of sense
of place must include the deliberate creation of such senses through
place marketing.
Kavaratzis (2005)
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30. A good brand
0 In order for a city to be a good brand, it must possess defining
and distinctive characteristics that can be readily identified.
These are functional as well as nonfunctional qualities
these include:
0 city appearance,
0 people’s experience of the city,
0 people’s belief in the city,
0 what the city stands for, and
0 what kind of people inhabit the city
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31. The Answer
Distinctive
Memorable
Personality - sense of place - a story
Authentic
Co-Creative
Place-Making (policies, innovations, events,
structures, investments and symbolic
actions)
Creating a Place Brand
34. City Branding & sustainability
0 Cities these days contend with each
other to have sustainable development
and provide its citizens a decent quality
of life: in terms of:
0 This way they brand themselves to
attract investments and people to enjoy
these services.
The city must be “live-able”
good economic
opportunities
environment
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A good place to:
live
work
do business
invest
buy from
visit
35. The post-industrial city:
urban economic growth, new forms of urban
media
This is a restructured city in which economies of scale based in manufacturing have
shifted to economies of scope geared toward high- and low-end services;
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the
postindustrial
city
that has been decentralized and rescaled around globally networked, exurban
residential and commercial zones; a divided city increasingly fractured by lines of
class, education, race, and ethnicity; and a privatized city forced to revamp and sell
its image and amenities to tourists, corporations, affluent homeowners, and
lifestyle shoppers. It is a city that has been the site of post-1960s “communications
revolution,” spawning a new “institutional matrix” of high-tech media resources
that are less capital and labor intensive and linked to transnational corporate
networks .
an amorphous
city
it is the city of an entrepreneurial “new urban middle class,” for whom identity
and politics are defined and constructed around consumer lifestyles. It is in such a
city that wholesale urban branding campaigns that align local political interests
with transnational corporate media and services have not only become possible,
but a central engine of urban economic growth.
an
entrepreneurial
city
36. Economic city profile as
brand identity
0 One basic mission of cities in the
global age is to find a productive
relationship between the local
community and its larger
environment. We can see cities as
systems that attract values from
the outside world (in our digital
age this is even less inhibited by
space and territories), define those
values through consumption,
exchange, production, and export
of products and services to global
markets.
0 Branding is a strategic intervention
in the typical functioning of a city
that addresses the relevance of its
urban resources and influence.
37. Sustainability vs globalization and
technology
0 Society now has the choice of living in
one place and working in another
because of the Internet, laptops, home
offices, and wireless connections. Living
in one place but working for an employer
in another state, city, or country is no
longer an idea but a reality. Living in one
particular city if you want to succeed in a
certain industry still exists, but is starting
to erode.
0 People now have the option of being able
to do business anywhere in the world and
can decide what is best location-wise to
provide them with the most benefits.
0 Cities are also giving way to foreign
manufacturing and can no longer bank on
their traditional industries as a means to
keep them alive. To combat this, they
need to brand themselvesChapter One
Introduction
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38. Branding a place through
its historical and cultural
heritage0Macca
0Jerusalem
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39. 0 The main idea behind city branding is that we give an image of
the city to people so that it turns from a location to a destination.
Malaysia – Truly Asia;
Australia – There’s nothing like
Australia;
Las Vegas gives a image of Casino’s
all over!
San Francisco Golden Gate at
Sunset,
New York City Street,
Place de la Concorde, Paris.
There’s nothing like Australia;
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42. WHAT ARE THE SOURCES OF ADDED
VALUE?
0 1. People’s Experience of the City: word-of-
mouth.
0 2. Perception. How is the population
perceived?: the city offers inhabitants and visitors
everything one could demand of a city: finance,
commerce, industry, colleges and universities, historical
sites, and an enormous array of cultural as well as
economic opportunities
0 3. Belief in the City. Does it stand for
something?
0 4. Appearance: What does the city look like?
: the physical characteristics it possesses are extremely
important. Cities now are largely defined by location, function,
or cultural attainments.
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43. Branding strategies
0 City branding is done in 5 stages:
1. City audit to identify the strengths and weaknesses
of the city
2. Construction of identity through discussions
3. Understanding competition and position finding
4. Creation of vision for city and listing of objectives
5. Developing strategy to promote city or the process
of “branding”
http://planningtank.com/city-insight/city-branding
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44. A good city must have the
following:
0 Offer attractive employment.
0 Not be unduly expensive in relation to
wages.
0 Provide good and affordable housing.
0 Have reasonable public
transportation.
0 Have good schools and
recreational/cultural attractions.
0 Have a reasonable climate.
http://www.slideshare.net/afvh/branding-of-cities-
master-thesis-by-julia-winfield-pfefferkorn
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45. Case Studies: weak and strong
cities
0 included in the case studies: History, attractions,
nickname, branding efforts, demographics, economics
and tourism, residents, visitors, the projected city
brand, and in the case of weaker cities, problems and
suggested solutions.
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46. If city brands are to succeed, they
must possess functionality and
added value.
0 New York City….
0 It had original functional properties
such as its harbor, surrounding farms,
and its location.
0 there was its theater scene,
restaurants, culture, attractions,
reputation, and diversity
0 It offers more than many other cities
because people with diverse
backgrounds, interests and tastes can
agree on this preference for New York
because there’s something in it for
everyone.
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50. Strongly Branded DestiNations generally:
Make very clear promises that are kept over time
Stay relevant—functional attributes coupled with “intangibles”
Provide value for the resources required to invest / visit in that
country
Have loyal stakeholders
Deliver the benefits that stakeholders desire and hold credible
Have unique brand equity involving strong thoughts and feelings
Are dependable and deliver consistently against expectations
Have an ability to be identified under different conditions
Are less vulnerable to competitive neighbouring markets
Source: Ruth Stanat via the Branding Strategy Insider Blog
51. Poorly Branded DestiNations generally:
Make vague promises that change over time
Have very low general equity and low emotional commitment
Have “spotty” reputations, create doubt
Have little loyalty, rely on pricing and promotional incentives
Source: Ruth Stanat via the Branding Strategy Insider Blog
52. Conclusion
0 City branding can be complex, messy and quite a challenge, but in a
globalized, ultra-connected world is also becoming increasingly important
0 City branding is a long term process and cannot be achieved in few years;
effective city branding requires real changes before campaign and public
relations can come with effect. Short term advertising and vague goals
portraying pretty picture of the city won’t help in long run.
0 Systematic approach targeting each stakeholder is what works. This
approach should be inspired from real time experiences of investors. The
same city can hold different interests for various people so these need to be
addressed and adopted rather than incorporating singular approach.
0 Case studies:
0 the successful cities: New York, Paris, and San Francisco – had the qualities that
strong brands do, and marketed their history, quality of place, lifestyle, culture,
diversity, and formed cooperative partnerships between city munici-palities and
government in order to enhance their infrastructure. They were proactive in their
approach.
0 The weaker cities currently in need of a re-brand: Rochester and Berlin –
hadconfusing non-distinctive brands, economic problems, and in some
cases,negative history. Their brands were not identifiable and lacked awareness.
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53. Conclusion
0Place branding isn’t about a good logo and nice promotional campaigns. In the
experience economy an integrative place branding strategy is needed to capture the
hearts and attention of visitors. This means that the place brand should be supported
by policies, innovations, events, structures, investments and symbolic actions.
0A way forward for city brands
0 In a mediatized environment, it is not enough for a city to do things well. It is equally
important to affect the global scene on which cities are presented, benchmarked and
ranked, as such a semantic presence is “the other half” of the untamed brand of a city.
0 Cities will always be proto-brands of a kind, distracted by their constantly-evolving
internal identity and affected by external forces. However, this does not prevent city
governments from making efficient use of available assets and extracting values from
the world in the digital age using their collective symbolic capital. There is a plethora
of cases that illustrate success in such an endeavor, such as London, Paris, New York,
Toronto, Sydney, Amsterdam, Seoul, Dubai, and Singapore. What is needed in making
things right is more than anything: clear understanding of city’s economic identity, a
brand strategy that is linked with such an identity, and industry-specific brand
communication that is adjusted to the logic of a mediatized environment.
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54. References
0 Keith Dinnie , City Branding Theory and Cases ,Temple University Japan, Bill Baker, 2011
0 Mihalis Kavaratzis & G. J. Ashworth 2005, City Branding: An Effective Assertion Of Identity Or
A Transitory Marketing Trick? , Tijdschrift voor Economische en Sociale Geografie –Published
by Blackwell Publishing Ltd., Oxford, USA, Vol. 96, No. 5, pp. 506–514
0 http://planningtank.com/city-insight/city-branding 11/07/2016 by Malvika Paliwal
0 Michalis Kavaratzis, From city marketing to city branding: Towards a theoretical framework
for developing city brands Received (in revised form): Urban and Regional Studies Institute,
Faculty of Spatial Sciences, University of Groningen, The Netherlands.30th June, 2004
http://imagian.com/kuvat/from_city_marketing_to_city_branding-_kavaratzis_2004.pdf
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