What Is XXI Century City Branding?

Advocate/ Burson-Marsteller

The document discusses predatory marketing strategies. It suggests targeting a competitor's greatest strength by striking at the weakness that arises from that strength. This achieves the greatest impact and makes a response difficult. An example is provided of repositioning a competitor's product from nutrition to high sugar to weaken their messaging. Traditional marketing is contrasted, and materials are offered to learn more about predatory techniques.

Be berlin

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The document outlines the goals and strategies of a cultural marketing campaign for Berlin, Germany. The campaign aimed to 1) define Berlin's identity more clearly, 2) create a strong, attractive image to draw entrepreneurs, artists, and investors, and 3) strengthen Berlin's power and potential for the future. Key strategies included involving citizens to promote a sense of belonging, building social cohesion, highlighting Berlin's innovation and opportunities, and stressing Berlin as a city of change. The goals were to portray Berlin as a great place to live, work, create, think, develop, and invest.

City brands

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This document provides an abstract for a thesis that examines the success factors of city branding. The thesis consists of a theoretical section on branding concepts and place marketing, and an empirical section with case studies of the city brands of Munich, Berlin, and Hamburg. Qualitative interviews were conducted with branding decision-makers in each city. The results identified 12 competencies common to successful city branding across the three cases, including seven related to brand management and five to network management. The thesis aims to understand best practices for building successful city brands.

Bologna City Branding: How to Create a Generative Logo

Roberto Grandi

The competition among cities and territories increases globally and is mainly manifested in the increasing necessity to clearly define the identificational features and positioning of cities and territories with the objective of constructing a territorial brand able to attain greater visibility, to increase the capacity for attraction and to improve the perceived image through a plurality of planning and communication actions. Analysis of the perception of Bologna’s image at a local, national and international level was in fact the first phase of the process of construction of the identity of the city. This phase developed through different types of researches. A research with a questionnaire to a sample constituted by visitors to Bologna in the last ten years. A second research summed up the results of preceding researches on the perception of Bologna by residents. A third investigation used the knowledge mining technology to make a Grammatical, Logical, Semantic and Sentiment analysis of the 20,000 or so posts on the web containing the word “Bologna.” This analysis made it possible to identify how this perception influenced the reputation of the city of Bologna on the Web. seven focus . Caroamicotiinvito: an online contest The indications deriving from these researches were taken as a guide for addressing the subsequent repositioning of the city enacted in the second phase of the process of city branding. The transition to the second phase was characterized by the identification of the logo and the identificational concept of the Bologna brand on the basis of the results of the research in the first phase, summed up in the briefing that orientated the International Contest for the logo and payoff of the city of Bologna In the briefing there emerged the indication of the city as a “real city” with a contemporary, vital and experimental image, not a historicized and museum one but one in which the visitor does not feel treated like a tourist, and instead is put in a condition to have a personal experience not enclosed in forced pathways, but inspired by his or her curiosity to discover this “hidden jewel” through open expressive codes that can be customized. The desire is expressed to identify a logo and concept able to arouse in people curiosity and the desire to come to Bologna because this is an open, innovative and welcoming city in which it is possible to have experiences and authentic emotions according to one’s own inspirations. The graphic project that won among the 504 proposals from various countries was done by Matteo Bartoli and Michele Pastore. Bartoli and Pastore designed a system of writing replacing the graphemes of the Latin alphabet, of abstract characterising signs. There was thus designed a new alphabet of geometric signs, based on five signs to be found in the tangible historical memories of the city of Bologna. The first generative logo!!!

Branding a city

1) Branding is about creating a consistent identity and image for a product, service, or organization that differentiates it from competitors. Strong brands are built through deliberate branding efforts over time. 2) Some of the key elements that make up a brand include its name, logo, slogan, personality, image, and equity with customers. Developing a clear brand purpose and attributes is also important. 3) Measuring and ranking brand value provides insight into the most successful brands globally, with Coca-Cola, IBM, and Microsoft typically in the top three positions based on brand value.

Lecture on city branding at the University of Groningen, The Netherlands by Eduardo Oliveira. "Cities and mega-cities, rather than countries, are increasingly becoming the principal protagonists between geographical regions. The competition between cities to establish their credentials as the best choice for prospective visitors, investors, business, students and talented people will intensify as places focus on how to convey their competitive edge and relevance" (Baker, 2011).

How to build a City brand?

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City Branding: the case of Copenhagen and Paris

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The document discusses city branding of Copenhagen and Paris. Copenhagen adopted a new branding strategy called "OPEN Copenhagen" to portray the city as open and flexible. The branding is humanistic and aims to gather all positive aspects of Copenhagen. Paris has very strong brand recognition due to its cultural assets like architecture and being known as the city of lights. Both cities score highly on brand strength and asset strength according to studies. Their branding capitalizes on cultural attractions, food, shopping and being romantic destinations.

Branding A City

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This document discusses how cities can develop strong brands through natural urban evolution or planned development. It provides New York City and Singapore as examples. New York City developed organically over time due to its history as an immigrant city, diverse demographics, thriving economy and culture, and city initiatives to promote its brand. Singapore was meticulously planned and developed policies promoting social harmony, resulting in strong economic growth, high living standards, and cultural and environmental initiatives that projected it as a global city. The key to strong city branding is focusing on both tangible functional aspects like infrastructure, economy and safety, as well as intangible emotional qualities like diversity, culture and creativity that engage the "soul" and "heart" of

How to brand a city?

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Through a couple of branding workshops in combination with desk research we have developed the narrative of The Hague City. Based on the narrative we have created an inspiring brand promise that has been translated into adaptations of the visual language of The Hague showing more emotion and pleasure. The main goal is to attract more tourists and business people to the city in the coming years through engaging and attractive campaigns and promotions.

Brand Box 4 - What's The Big Idea? The Marketer's Ultimate Toolkit

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City Branding: The case of Stockholm (Sweden).

City Brand Development

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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.

City Branding: The case of Lyon (France).

City branding and smart city. How do these two work together at the example of Lyon? AthensCoCreation BrandingProject Panteion University Of Social And Political Sciences Department of Communication, Media and Culture MA in Cultural Management Course: Cultural Marketing and Communication Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab

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A theoretical approach on some basic concepts concerning smart cities, sustainable cities, lean start up methodology and city branding. AthensCoCreation BrandingProject Panteion University Of Social And Political Sciences Department of Communication, Media and Culture MA in Cultural Management Course: Cultural Marketing and Communication Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab

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The document outlines a marketing campaign for a new tablet computer called Carte Blanche. It proposes using a product microsite and social media contests to build excitement leading up to the June 2010 launch party at the historic Don Jail venue. Key tactics include a contest encouraging social media users to "jailbreak themselves" and win tickets to the exclusive launch event. The goal is to position Carte Blanche as the tablet for tech-savvy urban youth and capture 15% market share through a uniquely branded integrated launch strategy.

MakeMoneyOffWeb2.0

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Web 2.0 refers to more dynamic and user-generated web content, compared to traditional static websites. Sites like Twitter allow users to share updates about themselves, but have struggled to create profitable business models from advertising alone. While some user-generated sites earn money from advertising, book sales, or selling user content and creations, building a large user base to earn substantial ad revenue can be challenging. Successful monetization of user-focused websites requires attracting and engaging enough users to earn significant income from various revenue streams.

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TWTRCON SF 10 BrainPop: Real-Time Advertising

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This document proposes the creation of a "Talent Isle" digital platform to promote Lipton's Talent Hunt campaign. The Talent Isle would include interactive features like a Talent Chest, Cabin, and School providing archives of past competitions. It would allow participants to register, track stats and share testimonials. Sailboat crews of student ambassadors would be selected to promote the Isle on Facebook. Features like a magic pearl game and Super Brand Manager character would drive users to the site. The monthly costs would be Rs. 30,000 for basic access or Rs. 60,000 including web-SMS integration for updates. The goal is to leverage the campaign and reach 40,000+ new users across Pakistan.

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