Uploaded byIX Lviv International Economic Forum
2 4 Franashek
Regional branding and marketing can be an effective tool for territorial development by discovering regional identity, positioning advantages, investing in strong resources, activating local communities, and promoting the region outside through targeted campaigns. The presentation discusses how Lublin, Poland built its regional brand through analyzing regional potential, market research, establishing a vision and identity, developing a promotion strategy, and implementing brand identity and communication tools. The Lublin brand positioning focuses on inspiring cultural, academic and business innovation by experiencing the city's rich history and diversity.
2 4 Franashek
- 1. Regional brand asa tool of growth Piotr Franaszek Director of Promotion and Tourism Department of Lublin Region President of Regional Turism Organisation.
- 2. Agenda g Regional marketing Identity The Brand Lublin Cit B L bli City Brand d Lubelskie Region - vision
- 3.
- 4. Regional marketing • Management tool for terytorial unite development • Social process geared towards genereting value and mutual relations between local autorities and their partners • Presentation and identification of potential resources in a giving area to facilitate its social, culturalal, organisational and economic development i d l t
- 5. What does itmean…? Wh t d ? • Discovery of identity • Positioning of advantages • Investment in strong, competive resources I t ti t ti • Inside social activisation • (developing products and establishing infrastructure) • Subbrand management g • Target oriented outside promotion • Evaluation
- 6. How to buildpromotion strategy? • Stocktaking f St kt ki of resources our potential (hi t t ti l (history culture toutist offer lt t ti t ff economy) • Market research (perseption, environment) • Vision and identity = brand • Social consultations • Strategy building (mision, criteria, target groups, aims and targets, positioning, strenghts and weaknessies) • Tools of communications (identification, advertising, public relations) • Implementation and evaluation
- 7.
- 12.
- 13.
- 14. The Brand A promiseto provide clients with uniqe product qualities and benefites Philip Kotler 1997 Kotler, Set of values, impresions and association that sometimes can reinforce significance of the product or service Grażyna Skarżyńska, BBDO Warszawa
- 15. Brandt Structure Brandtpersonality User values Brand B d Emotional values essention Funkcional values Products character
- 16. How the brandwork? - positioning • identification • loyalty programs • name • PR • ATL • www • packaging • product • BTL • sponsoring • organisational culture • distribution • place of sale • pricing • client service li t i • brand building decisions
- 17. Brand Fundations Roots, history and origin of the Brand History What do I do? (area of competence of the Brand – what is it Competence good at? What does it do best? ) What makes me unique? Positioning Klient Who am I for? Personality What kind of man am I? Mission What do I fight for? Values What does the Brand fight for?) Strategic concept
- 18.
- 19. Lublin – TheBrand The Brand
- 21. The main stepsin building the brand: The summary of city’s potential (February 2007) Opinion poll (M h 2007) O i i ll (March Focus research (April 2007) Social consultations (May 2007) Strategy of promotion (September 2007) Logo and Brand Identity (N L dB d Id tit (November 2007 – J b January 2008)
- 22. Main points of Lublin s promotion Main pointsof Lublin’s promotion strategy gy
- 23. Roots f theBrand R t of th B d Historic moments of the Brand essential for its present identity: • splendour of the Jagiellonian period • multicultural character and the tradition of fairs • religious tolerance supporting different faiths ( g pp g (Jews, Catholics, Protestants, , , , the Orthodox) • Renaissance art and literature • pre-war Jewish diaspora
- 24. What Wh t makesme unique? k i ? • Historical and cultural variety in a unique and inspiring form • Creative potential of young people • („Eastern competence”) Lublin connections with the East - a combination of geographical proximity of the Eastern European countries and borderline spirituality • Potential of ecological products (organic food)
- 25. The perfect customerof Lublin: • Young but emotionally mature person • A person seeking for authenticity • A person who appreciates values and experiences • A person aware of new trends but open to a change • A non-conformist but not a loner • A person who is culturally active • A person who is mobile and metropolitan
- 26. Strategic St t iconcept t The Point of view: Lublin is the city where the awareness of the rich heritage should inspire the cultural, academic and business future The promise: We want L blin to make people willing to change and open to promise ant Lublin illing creative thinking The way of acting: You need to “feel” Lublin on order to understand it. Lublin should be experienced, not only visited LUBLIN – INSPIRES AND ALTERS .
- 27.
- 39. LUBELSKIE REGION Brand Vision- EKOPOLIS 39
- 40. 1. ECO –POSITIVE 2. POWER OF SPACE 3. EKOPOLIS - NATURE 40
- 41.
- 42. 2c - Sun 42
- 43. • 2d ECOIndustries 43
- 44. 2e – ECOdevelopment 44
- 45. 3. Passion 3a. Specializationof science p 4. Hospitality
- 46. 5. Culture, traddition,lifestyle 6. Neighbours 7. Creative act
- 47. Region of Origin. Origin
- 49. Thank You forAttention PIOTR FRANASZEK piotr.franaszek@lubelskie.pl Special thanks to MICHAL KRAWCZYK (Deputy Head of Lublin City Administration on City Promotion)