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City Brand Development

Theory and practice of place branding
by

Grzegorz Hajduk

on 10 June 2014

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Transcript of City Brand Development

1. Background & definitions
2. Branding Pyramid
3. Positioning
4. City Brandig specificity
5. Research results
6. Conclusions
AGENDA
CITY
development
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
your attention

grzehaj@univ.rzeszow.pl
www.grzegorzhajduk.com

dr Grzegorz Hajduk
Conclusions
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
What is
a BRAND?
from the consumers perspective
the sum of the real product
or service experience and the perceived values, images, associations and promises
POSITIONING
What does it mean?
Grzegorz Hajduk PhD

brand
Familiarity
Awareness
Image
Inclination
Trial
Reinforcement
Satisfaction
Referral
BRANDING

PYRAMID
R. Luskin
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
Seth Godin
BRAND
“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.
POSITIONING
2. For new products, it means how the innovator firm decides to compare the new item
to existing ones.
POSITIONING
3. It may be combined with a target segment to integrate the marketing tool decisions.
POSITIONING
identification of main characteristics and unique attributes of a brand
choosing the crucial ones which will be used as attributes in communication
BRAND IDENTITY
communication
cognitive processes
BRAND position
BRAND A
BRAND C
BRAND B
BRAND
BRAND
Integration
of BRAND
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.
Brand integration
how different tools of communication relate in real time and space to each other and to the purchase decision process.
Functional integration
when a specific creative idea is developed through multiple channels or multiple messages: TV, outdoor, direct mail, Internet promotions etc.
Thematic integration
Sources of BRAND image
Experience
Personal
Public
Commercial
"Products are made in the factory, but BRANDS are created in the mind."
Walter Landor
BRAND
CITY
marketing of places
destination marketing
City Branding
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.
ideas
values
features
culture
words
images
From a customer point of view
unique picture of the city at every level of interactions
Turning a City from a

location
destination
into a
ESSENCE
associations with the city
research method:
FGI - focus group interviews
date: November 2012
38 focus groups of 5-7 people
preparing the schematic model
of brand identity
RZESZÓW
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.
"Rzeszów" is:
development,
new investments,
social expectations,
creation of new jobs.
Image
a high sense of security among residents,
welcoming space for young people,
concerns of young people about finding job after graduation.
emotional features
order in the city, clean
high quality of geenery,
good city transport,
International Airport,
shopping centers
positive functional features:
imperfect road infrastructure,
traffic jams,
problems with car parks.
negative functional features:
Characteristic features
Personality of a brand
Extended brand identity
functional
emotional
image
symbols and icons
sub-brands and support brands
cultural and historical heritage
Basic brand identity
Brand Essence
Positioning as a process
CLAIM
Eastern Poland
IT Companies Cluster
/ghajduk
/hajduk.grzegorz
/pub/grzegorz-hajduk/22/812/430
Full transcript