The document discusses strategic tools and developments for city branding, emphasizing the need for a comprehensive city positioning model that aligns with competitive visions and target markets. It outlines the brand building process, focusing on functional and emotional dimensions to create unique brand identity and performance for various audiences. Additionally, it details communication strategies and media relations necessary for effective brand positioning and engagement.

1. Place Positioning &
Branding :
Strategic Tools & developments

2. The strategic positioning of a city
brand have to consider all the visions
& outputs of the framework in order
setting the key competitive vision in
relation of a chosen frame of
comparison

3. City Positioning Model
whom
Relevant target markets how
what
where
City driving Competitive &
dimensions & Competitive city frame differentiation
opportunities Model o segment to compete city positioning
statement
why
Key superiorities

4. City Positioning Process
Targeting Strategy Summary
City management
Secondary representatives
data
Driving dimension opportunity
Competitive windows
Research & data Target
collection 3D competitive workshop POSITIONING STATEMENT
Frame
Superiority promise
Primary
data
City Branding Team
Key Superiorities
Discussion Hypothesis deliberation Conceptual alignment

5. City Brand Model
The aim of this model is to build the content of
the brand meaning (what) from the functional
and emotional dimension in order to concrete
the elements that will give uniqueness to the
brand (how) and the way it will perform for the
different targets (whom).

6. City Brand Building Model
Why Competitive Strategic Framework
What for Brand Positioning
Whom Perceived competences Perceived engagement
Brand
RATIONAL Essence EMOTIONAL
People Growth &Enjoyment : Leisure/Cultural
DIMENSION DIMENSION
What
Performing & profits expectations : Business
Core Brand
foundations Perceptual City
Brand Model
Key Values
How
Performing Guide
lines Unique personality Identity footprint ownables
Durable Brand Idea
Residents People Ownership & contributions

7. CBBM Process 1
Definition Brand
key brand inspirational
values essence
POSITIONING
Brand Foundations
Main PERCEIVED
Multidimensional
framework COMPETENCES
Quantitative Insights &
Research social (performing and
demands functional
Projective + attributes)
Motivational Target WORKSHOP Brand attitude Visual identity &
Encounter & personality ownable
profile footprints
EMOTIONAL
City Cultural Analysis ENGAGEMENT
Knowledge (values creating Performing Guidelines
involvement)
EXPERT TEAM
BACKGROUND
BRAND IDEA DEVELOPMENT
Exploration Themes/ BRAND IDEA
Storytelling
process territories Best Line

8. CBBM Process
Travellers, Business Residents
Targeting Brand Idea
Brand idea
Determine how the brand idea performs
and fits in each of the target approach
Relevant drivers descriptors
Personal growth Economic Emotional
Enjoyment performance engagement
Leisure Stability & Ownership
Tourism development

9. Strategic Communication Process
Strategic & Marketing Communication Brand
Planning Input Planning Process Platform Input
What Where
Who What
for & How
Communication
Communication Communication Communication
on Paid, Owned
Targets Objectives messages
& Earn media
Communication Communication Communication
Owned Media Paid Media Earn Media
City owned media exposure Media Presence Content Development
Guidelines & Orientation Media Relation ship
Social Media