Upload
ayana-alexandra-stancu
View
225
Download
0
Embed Size (px)
Citation preview
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 1/16
Place Branding
Viorel MIH ĂIL Ă
email: [email protected]
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 2/16
a. Place marketing (evolutie a abordarilor:
place promotion, place selling, place
marketing)
b. Place branding
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 3/16
Hard factors
• Stabilitate economica
• Productivitate
• Costuri
• Dreptul de proprietate
• Sprijinul autorit locale pentru
servicii si retele asociative
• Infrastructura de comunicatii
• Localizare geografica
• Scheme si programe de
avantaje oferite investitorilor
Soft factors
• Oportunitati de dezvoltare (de
nisa?)
• Calitatea vietii
• Competenta prof/calitatea pers
• Cultura• Populatia
• Tipul de management
• Flexibilitate si dinamism
• Profesionalism
• Spirit antreprenorial
• Factori contextuali
Place Marketing Attraction Factors (Source: Kotler et al. 1999)
Factori de atractie
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 4/16
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 5/16
Place identity – place image
Place identity – cum anume localitatea/asezarea/regiunea vrea sa fie
perceputa; un set unic de asociatii pe care managementul branduluiurmareste sa-l creeze si sa-l mentina; asocierea reprezinta imaginea
mentala a respectivei entitati laolalta cu promisiunea facuta
consumatorului; este dimensiunea activa in care putem interveni mai usor
Place image – o suma de credinte, idei si impresii pe care oamenii le au
despre un anumit loc; aceste reprezentari sunt o imagine simplificata a
unui mare numar de dimensiuni, asocieri ale acestora si informatii despre
locul respectiv; imaginile acestea sunt diferite de stereotipuri (care implica
o schematizare, o reducere semnificativa a complexitatii); imaginea unui
loc trebuie sa fie: valida, credibila, simpla, distinctiva, seducatoare
(Kotler)
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 6/16
The Stockholm Region
• Financial centre of Scandinavia and the Baltic region
• World-leader in Internet banking and brokerage
• A beautiful archipelago with attractive nearby housing• Competitive municipal services
• Well-educated, multi-lingual population
• Most IT/telecom-intensive stock exchange in Europe
• The highest penetration of IT usage (Internet, mobile telephone) in Europe
• World leader in IT development
• Research-intensive region with world-leading companies in the IT, telecom,
pharmaceutical, biotech and biomedical sectors. 15 industrial research
centres and three science parks
• Excellent international test market
• High-quality, low-cost telecommunications
• Choice of some 30 telecom operators, two parallel extensive fibre-optic
infrastructures
• Excellent public transportation, two international airports
• Twenty percent of private work force in IT
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 7/16
The Stockholm Region
• Low cost and high standard of living
• Unrestricted foreign ownership of property
• Liberal, deregulated banking
• Stable political situation
• Cosmopolitan and safe
• Largest selection of first rate restaurants, design and theatres in Northern
Europe• Third largest music exporter in the world
• Home of the Nobel Prize
• 80 % of the working population of the Stockholm Region uses a computer at
work, 82 % of the population uses a cell phone, 79 % uses Internet
• 20 universities and university colleges
• 80 % of the Scandinavian finance market is Stockholm based
• More than 2 million inhabitants (21 % of the country’s population) and
260,000 companies in the Greater Stockholm Region (28 % of all
companies in Sweden)
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 8/16
Chicago’s - “Our great American city”
• As Big as a Country• USD 349 Billion economy, larger than Switzerland or Russia, USD 23 billion exports
• Over 8 million people, 4 million jobs and 200,000 businesses• Chicago’s economy has grown since 1990 nearly 6 % annually, and the population 12%. Over USD 41 billion foreign direct investment since 1985
Globally Diversified Economy• 31 Fortune 500 and 12 Fortune Global 500 company headquarters
• Number one city in high-technology employment (347,100 workers and 7,100companies)
• Number one city for air travel• Number one distribution centre ( truck, intermodal, rail, air)• Number one in business services professionals• Number one in manufacturing (USD 59 billion output)
The World’s Workforce• A culturally diverse private-sector labour force of over 3.7 million people• Over 100 language groups and 130 foreign-language media outlets• More than 100 different international trade organisations and foreign trade offices• More than 4,700 foreign-owned business locations representing 1,500 foreign firms
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 9/16
Chicago’s - “Our great American city”
Telecommunications Hub• The world’s largest Internet exchange point (by volume)
• North America’s largest “carrier hotel” (server/data storage/routing hardware facility)
• World’s most advanced digital communications infrastructure.
The Good Life
• 29 miles of lakefront and 33 beaches
• Outstanding public, private and parochial schools, 50,000 college students, 400,000
students
• 7,000 restaurants, 2,000 theatre companies, 46 museums
• “In American Cooking, Chicago is the Kitchen”, New York Times , 8 August.2001
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 10/16
Seppo Rainsto, 2003
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 11/16
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 12/16
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 13/16
Simon Anholt
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 14/16
Pulse Brand Ranking1. Paris
2. New York3. Rome
Potential Brand Ranking1. London2. New York3. Sydney
People Brand Ranking1. Sydney
2. Toronto3. Melbourne
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 15/16
8/6/2019 Strategii de PR - Place Branding
http://slidepdf.com/reader/full/strategii-de-pr-place-branding 16/16
• How to Brand Nations, Cities and Destinations: A Planning Book for PlaceBranding,Teemu Moilanen, Seppo Rainsto, 2009
• Marketing Places, Philip Kotler, 1993
• Simon Anholt, Competitve Identity, 2007
• http://saffron-consultants.com/wp-content/uploads/Saff_CityBrandBarom.pdf
• http://www.europeancitiesmonitor.eu/
• http://www.simonanholt.com/