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City Brand Development
The document discusses city brand development and provides a case study of Rublyovo-Arkhangelskoe. It outlines how a comprehensive branding strategy was created for the city that included defining its vision, values, and attributes. Key elements of the branding strategy included the development of a logo, themes, imagery and messaging to promote the city's identity and brand to target audiences. The branding strategy aimed to position the city as a desirable place to live, work and invest through an integrated approach across its various branding and marketing applications.
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City Brand Development
- 1. City Brand Development: Creating an Added Value Destination … C ti Add d V l D ti ti CLIVE WOODGER SCG LONDON SCG LONDON
- 2. Agenda Creating Added Value … Creating Added Value • Branding Strategy g gy • Country Branding • City Branding i di • Case Study: Rublyovo‐Arkhangelskoye y y g y
- 3. SCG London ‐ Strategic Consulting Group Who we are InternationalStrategic branding and design consultancy consultancy. We work in the retail, financial, real estate sectors delivering best value … by creating
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- 10. A Typical Brand Strategy: Competitive Differentiation Branding Differentiated image and reputation development Differentiated image and reputation development Brand Strategy Define Vision g organisation Values management Ethos principles and Attributes aims Behaviour Brand Platforms Create a positive Place consistent brand y Physical experience Digital Communication People Processes & Products
- 11. Definition of Branding D fi iti f B di creating a differentiated image and creating a differentiated image and reputation image – what you say about yourself reputation what people say about you! reputation – what people say about you!
- 12. A Typical Brand Strategy Vision … Values … Attributes Vision … Values… Attributes Create commercially attractive and inspirational vision and aims. Define positive differentiated values and attributes – team ethos. Achieve effective engagement of management, employees, tenants, users, stakeholders … Understand and manage external audiences and expectations – communities of interest, politicians, the media, vested interests … Integrate latest ethical, environmental and sustainability practices and policies. practices and policies
- 13. Branding is not a cosmetic packaging exercise –its about creating and defining a vision and creating and defining a vision and g g p aims that will engage and inspire the target audience.
- 14. Any Brand Strategy The Challenge – The Challenge achieving consistent brand experiences which hi i i t tb d i hi h create the desired perceptions with target audiences and users audiences and users creating memorable and distinctive g communications, imagery, signatures, interactions, experiences across every potential ‘touchpoint’
- 15. Country Branding Aims • Tocreate national pride, p confidence and patriotism • To attract investment • H l exports … Help t • Attract tourists … • Attract talent To achieve a positive national reputation – political, industry, tourism, agriculture …
- 16. Country Reputation Reputation depends on: Management – government administration g g Export – products, services Culture – ethos, values l h l Tourism – sites, venues, events Investment – where, with who? People – b h i P l behaviour, attitudes ttit d
- 17. Country Reputation Post Crisis ReputationChange Old images – Western Europe vs. Eastern Europe g p p Now – Greece, Portugal, Ireland are in trouble … Challenge f ex S i S Ch ll for Soviet States i d fi i their is defining h i identity International opinion and negative clichés need to be add essed addressed!
- 18. What are you known for? Everyone admires goodthings and ideas! Country of origin – “Made in Germany” …. “Made in China” To be known and admired you require the right products, services, d ti ti d t i destinations and f iliti th t d facilities that external and internal target audiences need and aspire to to.
- 19. Information Campaigns No amount of good advertising can fix problems advertising can fix problems by itself… Information campaigns must be ambitious… but truthful…. Manage expectations!
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- 21. Ukraine Branding: Euro 2012 Large international events – excellent branding platform! BUT Branding is not a one‐time‐ effort … strategy, vision, attitudes, commitment, reputation, commitment reputation ethos …. EVERYTHING COUNTS!
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- 26. Ukraine Branding p pros cons comments…
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- 28. Brand Strategy for a City Challenges The range and complexity of interests involved. Therange and complexity of interests involved Stakeholders who are they? Stakeholders ‐ who are they? local/national government ‐ institutions, industry, companies, investors, tenants and vested interests, p corporate, cultural …..
- 29. Brand Strategy for a City Attributes p p people – products - services – events p – activities – culture – history – architecture – infrastructure – streets – landscape … what will attract and inspire external and internal audiences?
- 30. Brand Strategy for a City Challenges Alignment! ‐ Teamwork “You needto give to get!” You need to give to get! Communication ‐ all brand messages about a place need to be coordinated to suit target audiences… Audiences – communicating the brand in action. The aim is to optimise the attractiveness and worth of Th i i t ti i th tt ti d th f place assets to those who live, work and perform there – stakeholders, communities of interest, media, potential stakeholders communities of interest media potential investors …
- 34. Creating a Place Brand Putting it on the map Putting it on the map iconic developments p building ‐ events – features g
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- 39. Chicago Civic Iconography “the city and its citizens have embraced the flag imagery to infuse into the design of other objects, and even j , sometimes themselves” from www.urbanophile.com
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- 45. Iconic Images of London Trafalgar Square London Bridge
- 46. Iconic Images of London Taxi Double‐decker
- 47. Iconic Images of London Parliament Big Ben
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- 56. Digital Challenge Everybody loves Amsterdam! I’m gonna miss you… g y I LOVE Amsterdam!
- 57. Successful Branding Strategies Music Tourism in U.K. Adds $1.4 Billion to Adds $1 4Billion to Economy Live music events across the country attract 7.7 million country attract 7 7 million attendances by domestic and overseas tourists, who collectively spend 1.4 billion pounds during their trips.
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