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 it’s own national brand creattion, Someone

else 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 consumer’s 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

Ge

rma

ny

The culture of scandinavian, simplicity,modular designers,flexibilityS

we

de

n

Esthetics, dynamic, entertaining, emotional designs Ita

ly

Minimalist stil, zen-budism, introversion, simplicity

Ja

pa

n

Colorfulness, Combination of different cultures, Accessible designsS

pa

in

NICE

RATIONAL REASONS

GOOD

BAD

UGLY

EMOTIONAL REASONS

Brand Positioning Process

Marketing Communications Management Consumer Purchase Decision Process

Marketing Comm.Public RelationsAdvertisingFairsSales PromotionPersonal SellingDirect MarketingPOPEvent Marketing

Marketing Mix (Product / Service, Delivery, Price)

Environmental, Political, Social and Economic Factors

NeedAwarenessResearchTrialPurchaseSatisfactionRe-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 consumer’s mind• It is hard to make the brand of a country as it would associate so

mant different dynamics in people’s minds concurrently. Becautse people don’t 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 city’s 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 people’s minds concurrently. Becautse people don’t 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

Paris= Romance

Milan= Style

New York= Energy

Washington= Power

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 city’s 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 society’s 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= Culture

Barcelona started to work of branding in the late of 1980’s 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 10.000.000.000 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 11.000 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 Turkey’s cities

City branding will make an important contribution Turkey’s 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

THANK YOU