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City Brand Development
Transcript of City Brand Development
2. Branding Pyramid
4. City Brandig specificity
5. Research results
Process of building strong brands is long and needs to be correctly prepared.
City branding creates a single brand for the city and extends it to all its offerings and interactions.
The basis of a city’s strength in its brand is the creation of core brand identity
Brand communication is a continuous process.
Thank you for
dr Grzegorz Hajduk
from the point of view of sender:
name, term, design, symbol,
or any other feature that identifies
one seller's good or service as distinct from those of other sellers
from the consumers perspective
the sum of the real product
or service experience and the perceived values, images, associations and promises
What does it mean?
Grzegorz Hajduk PhD
You have to create something remarkable, which is worth talking about, worth paying attention to. Boring stuff quickly becomes invisible.
something like a Purple Cow
“I've heard of you”
“I know who you are"
"I know what you stand for."
"I’ll look for you."
"Show me what you can do."
"Did I make the right decision?"
“I like you"
'I’ll tell my friends to try you."
1. The way consumers, users, buyers, and others view competitive brands or types of products.
2. For new products, it means how the innovator firm decides to compare the new item
to existing ones.
3. It may be combined with a target segment to integrate the marketing tool decisions.
identification of main characteristics and unique attributes of a brand
choosing the crucial ones which will be used as attributes in communication
ensuring that everything the brand does in builds its uniqueness for the brand itself: its values, its tone of voice, the kind of relationship with others brands.
how different tools of communication relate in real time and space to each other and to the purchase decision process.
when a specific creative idea is developed through multiple channels or multiple messages: TV, outdoor, direct mail, Internet promotions etc.
Sources of BRAND image
"Products are made in the factory, but BRANDS are created in the mind."
marketing of places
The main task of branding in each city is the building of positive associations for itself, its tourist attractions, inhabitants, producers, products etc.
Successful branding can turn a city into a place where people want to live, work and visit.
From a customer point of view
unique picture of the city at every level of interactions
Turning a City from a
associations with the city
FGI - focus group interviews
date: November 2012
38 focus groups of 5-7 people
preparing the schematic model
of brand identity
character of the city
He is a hardworking , actively developing with large professional aspirations .
He travels , networks and learns.
He takes care of himself and his appearance.
He has complexes about his origin,
Marital status – single, but planning to start his own family.
creation of new jobs.
a high sense of security among residents,
welcoming space for young people,
concerns of young people about finding job after graduation.
order in the city, clean
high quality of geenery,
good city transport,
positive functional features:
imperfect road infrastructure,
problems with car parks.
negative functional features:
Personality of a brand
Extended brand identity
symbols and icons
sub-brands and support brands
cultural and historical heritage
Basic brand identity
Positioning as a process
IT Companies Cluster