Presentation on theme: "CITY BRANDING Prof. Dr.İzzet Bozkurt. Content of the Presentation What is brand? How does a brand accour? Creation and management of the national brand."— Presentation transcript:
CITY BRANDING Prof. Dr.İzzet Bozkurt
Content of the Presentation What is brand? How does a brand accour? Creation and management of the national brand City brands
Brand Perception Management "If a nation can not manage its own national brand creattion, Someoneelse probably can… "If you can not positione your brand, your opponents can position you in a negative way "
The Simplest Definition Of Brand Creation of a Unique idea or concept in the consumers mind
What is Not Brand ? The brand is not a name, not a logo, not a package, not a slogan. Brand is not an image. Brand is also not known, and to be recognized.
What is Brand? Perceived brand value. Brand, residue left in people's minds. Brand, product and services to consumers or potential consumers of the quality of the relationship established. The brand mind share allocated to the minds of consumers for products and services. Brand, the real force behind a product or service. Brand, are values which the differentiation of goods and servicesthat are subject to change.
How Does A Brand Occur? First of all, brands, products or services that generate consumer. The real owners of the brands, customers and potential customers. Brand creation process, you say what you want, what they're claimed, what they promised, and it does not matter what you show. Brand names, people's beliefs, they saw, heard, or would like to see their own experiences, is the sum of the values they want to hear, and they want to believe. At the end of the day about the value of the targeted consumer group or position your brand, its own personality, family, environment, education, and you knowingly or unknowingly, until then faxed to her own personal experiences and as a result of the sum of all messages that you create.
Rational, functional, Durable, Permanent Germany The culture of scandinavian, simplicity,modular designers,flexibility Sweden Esthetics, dynamic, entertaining, emotional designs Italy Minimalist stil, zen-budism, introversion, simplicity Japan Colorfulness, Combination of different cultures, Accessible designs Spain
Marketing Communications Management Consumer Purchase Decision Process Marketing Comm. Public Relations Advertising Fairs Sales Promotion Personal Selling Direct Marketing POP Event Marketing Marketing Mix (Product / Service, Delivery, Price) Environmental, Political, Social and Economic Factors Need Awareness Research Trial Purchase Satisfaction Re-Purchase
National Brands Why It Matters? With globalization, the international trade structure has changed. Production and began to wander in a state capital knows no boundaries. Brand in the national and local levels are worse with each passing day began. Began searching for a safe and stable investment spots for investors. Tourism and foreign capital began to move directly to the national brand equity and reputation. Local and brands, success in international markets of nodesneeded for the security of the country began to hear the brand. Brand in each country directly influenced by the international organization and began to take shape. In fact, the solution of international problems, even began to play a key role in the reputation and brand value.
Basic Elements of a National Brand The real value of a brand, it produces consistency and power of the elements that make up her income. Elements that make up a country's brand values : Political management skills, The cultural background, Its products, and economic development, People living in that country, Tourism, International trade
TARGET… Creation of a Unique idea or concept in the consumers mind It is hard to make the brand of a country as it would associate so mant different dynamics in peoples minds concurrently. Becautse people dont like confusion. It is always easier to imagine the cities alone rather than imagining the countries. The reason for this is cities create more specific associations in human minds. Attitude of the city, the world culture for this city and its management are all important. The original factors of the citys physical structure should be featured The city need to have economic potential and must be adequate to encourage investment.
It is hard to make the brand of a country as it would associate so mant different dynamics in peoples minds concurrently. Becautse people dont like confusion.
But What About The Branding Of A City? The presentation and image project constituted on purpose of distinguishing a city with all its characteristics and opportunities from the other cities
New York= Energy
Rio de Jenario= Entertainment
Brand City or Brand Country ? It is always easier to imagine the cities alone rather than imagining the countries. The reason for this is cities create more specific associations in human minds.
How Is A City Become A Brand ? Standing Position Potential Urban Lİfe Society Prerequisite City Brand
Standing Attitude of the city, the world culture for this city and its management are all important.
Position The original factors of the citys physical structure should be featured
Potential The city need to have economic potential and must be adequate to encourage investment.
Urban Life Ambiance of the city must be welcoming and attractive. The city has to provide memorable holidays, as well as historical, cultural and social opportunities.
Society The major part of being a brand for a city is also to share the societys language and culture easily. The respect that the local people show towards different religions, beliefs and hospitality facilitates the compliance of the foreigners to that society.
Prerequisite The city must have international standarts on social issues. (Accommodation, School, Hospital, Public Transportation etc)
An example of a successful city branding
Barcelona started to work of branding in the late of 1980s and in line with this purpose barcelona very well used 1992 olympics. Such as logo, slogan, color, design brand tools has been developed at that time
An Example Of a Successful City Usage Of Logo
New York has won symapth of the whole world with this logo. New York welcomes 40 million toruists in a year and revenue is usd
Sponsors provide 4 billion additioanally to New York!
Paris = Romance Combined with physical beauty and intellectual class, "City of Light" is the best examples in the world.
The City of Lights Paris to hold the city of lights title make the paris more enlightened.. Approximately street lights illuminates paris every night.
So Paris perform its promise for the city of lights.
Paris has many advantages for regional marketing: Paris is close to Europe, with an easy public transportsation line both in and outside the city.
An Example For Being Different in Branding
Le Torre di Pisa – Pisa Tower
Tower was built in 1173 as a demonstration of power and wealth of Pisa against to Venice and Genova.
It is not clearly known whether Pisa Tower served its construction purpose or not but it became the fundamental element of tourism industry which provided the Pisa citizens living for years.
What Does Turkey Really Need to Do?
When determining a strategy for a national brand, we should coordinately use the potential of Turkeys cities City branding will make an important contribution Turkeys image.
For example, no matter Formula 1, Champions League Final match, Eurovision, Universiade 2005 organisations help for the presentation of the city as well as the presentation of Turkey; they cannot be regarded as branding practices of their own.
Today, the cities stand out rather than the countries and the cities determine credibility of the countries (i.e. for Istanbul, the Bosporus, and shish kebab; for Milano: city of fashion; Cannes Film Festival).
Results… Branding is a long term strategic task that requires patience and investment. To become a brand, it is necessary that we should be aware of our differences or create new differences in a way to open public view correctly.
Results….. These cities have a great brand image that has been established with a consistent identity. This identity is completely outstanding without need for an additional comment. These cities have a difference that is never found elsewhere and they have an open message which pertain to a city brand. This is not a value that is created artificially, but an actual value.
While the city becoming a brand, national and international tourism agencies and tour operators should certainly support this activity. These cities made their own branding in a way that people would believe. Word of mouth marketing has a great impact on becoming a brand with advertising, public relations and graphic design. These cities have a great brand image that has been established with a consistent identity. This identity is completely outstanding without need for an additional comment. These cities have a difference that is never found elsewhere and they have an open message which pertain to a city brand. This is not a value that is created artificially, but an actual value. Results