8/4/2019 Strategy 4 Improving Cities
1/35
1
TABLE OF CONTENTS
Introduction.................................................................................................3
Branding.......................................................................................................4
Fundamentals of a successfully branded city..............................................6
Importance of city branding........................................................................8
Brief History of city branding......................................................................8
Lagos city metropolis.................................................................................10
Efforts made in the branding of Lagos city metropolis..............................13
Transformation of Lagos into a mega city..................................................15
The new mega city......................................................................................15
Transportation...........................................................................................16
Health.........................................................................................................17
Public-Private partnership.........................................................................18
Security.....................................................................................................20
Future Prospects of the new Lagos city .............................................. ...21
Sightseeing...............................................................................................23
Shopping..................................................................................................24
Tourism attraction in Lagos.....................................................................25
Strategies for improving Nigerian cities..................................................27
Introduction..............................................................................................27
Cities in need of rebranding.....................................................................28
Identification and implementation of the strengths of successfully
branded cities..........................................................................................29
Concentrated Facts.................................................................................30
Public face of Communication .............................................................30
8/4/2019 Strategy 4 Improving Cities
2/35
2
Living legends.........................................................................................31
Bilbao effect...........................................................................................32
The V I P city...........................................................................................32
Leipzig the artists new playground......................................................33
Brand building of tourism cities............................................................33
Conclusion............................................................................................34
References...........................................................................................35
8/4/2019 Strategy 4 Improving Cities
3/35
3
CITY BRANDING:A Strategies for Improving Nigerian Cities
A Case study of Lagos-Nigeria
Introduction :
Cities throughout Europe are increasingly importing the concept and techniques
of product branding for use within place marketing, in pursuit of wider urban
management goals, especially within the new conditions created by European
integration. Cities are more and more involved in global competition for visitors, talent
and private investments. As a result, city branding is now seen as a strategic activity
aimed at reaching various economic, political and socio-psychological objectives. City
branding seeks to change the ways in which a city is perceived by specified usergroups in order to make them act in favour of the citys present circumstances and
future needs.
City branding as an effective assertion of identity uses contemporary developments
in marketing theory and practice to suggest how product branding can be
transformed into city branding as a powerful image-building strategy1. City brandings
contemporary use is examined so that a framework for an effective place branding
strategy can be constructed. This study will explore cities as brands and branding acity properly. Good branding can assist in making cities desirable, just as bad branding
can assist in making cities undesirable. While some cities have prospered over the
years, others have suffered. In what way does the city brand make a difference? A city
must have good qualities in order to brand itself successfully, but a myriad of factors
are involved. Cooperative efforts between residents and municipal government are
one of the key factors in determining the branding potential of a city. Strengths of
successfully branded cities will also will be explored. This paper further illustrates acase study of a Nigerian city (i.e Lagos) that have positive brand images and continue
to experience brand success.
There are reasons why people choose particular cities in which to live. Certain
1Soren smidt-Jensen, urban and landscape studies Denmark
8/4/2019 Strategy 4 Improving Cities
4/35
4
cities are making comebacks even when the industries they were built on have
become obsolete. City planners and government are spending millions of naira in
brand investing to bring their cities to life, or in some instances , back to life.
Globalization has made it easier for newly developing cities to compete with older
more established cities, simply because people can live and work almost anywhere
now.
This paper talks about the strategies for improving Nigerian cities through city
branding using Lagos as a case study with the aim of determining the added value of
city branding .
There is the need to define some terminologies that will be used in the course of this
research :Branding:
A proces that makes it possible to sell a product to new customers, and alsostill can be sold to old customers.
This takes place by having a clear and consciuos profile, that creates anemotional image, and by using marketing and advertising finds new and old
loyal customers
The brand is the whole entity of the product, and the STORY about the product
Something more than just marketing Adding stories, values, emotions, pictures to a product (or building it into it)Branding a city is not just about the logo but the intricate details as small as
clean streets and as deep as getting a city's residents to feel proud to be brand
ambassadors. When citizens are proud, visitors are encouraged to find out what
the fuss is all about and then tell the world.
Branding isn't just about one logo or a strap-line, it's about coordinated activityand a joined-up approach to attract all the city's audiences.
8/4/2019 Strategy 4 Improving Cities
5/35
5
Place Branding: This could be any of
Country branding City branding City-area branding (Tourist) Destination branding e.t.c
Place branding is possible: it is, and has been, practiced consciously and
unconsciously for as long as cities have competed with each other for trade,
populations, wealth, power and prestige. People encounter places through
perceptions and images. Managing the place brand is an attempt to influence and
treat those perceptions and images in a way that is deemed favourable to thepresent circumstances and future needs of a place2. Places are not products,
governments are not producers and users are not costumers. Places have more
varied users, owners and governors than commercial corporations do. Not only
are the products more varied, so are the goals of the users and the utilities of the
consumers. Because of this, sufficient weight must be given to different
stakeholders for a city branding effort to be successful. Some strategists argue
that cities are what they are not because of location or attractions, but because ofthe ideas the people that live there create for them. This is true in part, but
Location or Place Branding is still highly utilized as a form of city branding.
City Branding
A process that makes it possible to sell a city (or city products) to newcustomers, and also still can be sold to old customers (e.g. old inhabitants,
investors, city-product buyers)
Something more than just city-marketing
Adding stories, values, emotions, pictures to a city dig up old stories about the city create new stories, fairytales
2Soren smidt-Jensen, urban and landscape studies Denmark
8/4/2019 Strategy 4 Improving Cities
6/35
6
building it into the city, fix also in the urban spaceCity branding can become a valid and effective form of urban
management. the important elements that makes the city function must be
put in place before meaningful branding.
FUNDAMENTAL PROPERTIES OF A SUCCESSFULLY BRANDED CITY
Its fundamental properties means that a good city must have the following:
Offer attractive employment.
Not be unduly expensive in relation to wages.
Provide good and affordable housing. Have reasonable public transportation.
Have good schools and recreational/cultural attractions.
Have a reasonable climate.
The way that brands work for a city is how these qualities are projected: by wordof-
mouth, public relations, and in some cases, advertising. These attributes must
be based on something substantial. The city must be live-able. There must be an
attraction to individuals.
The following traits are characteristics of strong brands that cities need if they are to
develop as brands on their own.
Functionality
In order for a brand to be strong it must be functional. Functionally strong and
functionally distinctive. The first purchase characteristic is functionality, the rest is
added value. Cities, like brands, must be functional. To both, functionality meansobservable benefits. A city must function as a destination for employment, industry,
housing, public transportation, and recreational attractions. For instance, New York
possesses all of these functions, and does it distinctively. Not every city has the
employment, industry or public transportation that New York does. An individual does
8/4/2019 Strategy 4 Improving Cities
7/35
7
not need a car to get around in New York because all of its distinctive attractions are
available by means of walking, taxis, the subway, or other public transportation with a
minimal amount of inconvenience. This is part of the functionality of the city of New
York.
Added Value
Not all products are brands. Real brands provide not only functional benefits but non-
functional added value. Strong brands must have added value in the mind of the
consumer .Strong brands are built on: functionality and added value. Some of this is
logical, but most of it is not. Its emotional and subconscious. Added value translates
into loyalty, and this loyalty is key in determining the success of the brand. If there is
added value or perceived added value, we will make time for the brand
3
. Thepersonal connection and simplicity of the brand message adds value and
differentiates a brand from that of its competitors. If city brands are to succeed, they
must possess functionality and added value. For instance if we look at New York City.
What is the functionality and added value of the New York brand? Historically, New
York had original functional properties such as its harbor, surrounding farms, and its
location. Then there was its theater scene, restaurants, culture, attractions,
reputation, and diversity that contributed to its added value. From this standpoint, thebrand of New York has added value in comparison to other brands because it is highly
distinctive. It offers more than many other cities because people with diverse
backgrounds, interests and tastes can agree on this preference for New York because
theres something in it for everyone. Outlined below are four of the added values that
brands must have in order to succeed
1. Peoples Experience of the City2.
Perception. How is the population perceived?
3. Belief in the City. Does it stand for something? e.g. industry, technology,and culture .e.t.c
4. Appearance: What does the city look like?3Robert Jones, consultant director at international brand consultancy Wolff Olins,
8/4/2019 Strategy 4 Improving Cities
8/35
8
Integration
A city must be integrated in order to have a good brand. What many
unknown or poorly branded cities forget in their planning stages is that sameness
is mundane and boring. In order for people to get excited about living somewhere
there has to be diversity. Fundamentally, cities that make things different and
accept alternative lifestyles are the ones that thrive in culture, the arts, science,
and technology.
IMPORTANCE OF CITY BRANDING
Successful branding, can turn a city into a place where people want to live,
work and visit
4
. City-branding seems to be increasingly necessary, also for small and medium
scale enterprises (SMEs)
Potentially, it can expand the reach of the city, and city-prodcuct, outwards
Searching for city stories, city values, city pictures (images) and city
visions, can be especially relevant for cities that have lost their identity during
a phase of transition (Inward-branding)
It can create joining visions (and missions), and bring citizens and local actorstogether - but it can also create split-visions.
BRIEF HISTORY OF CITY BRANDING
The concept of branding the idea that one product is made more valuable, has more
equity than an alternative because it is attached to a recognizable name and promise
of authenticity began about 200 years ago, when Josiah Wedgwood realized that
stamping his name on his pottery and naming his dinnerware after English nobilitymade it more desirable. Fast-forward to the 1930s when Procter & Gamble's Neil
McElroy, the company's promotion department manager, developed the "P&G brand
management system," an organizational structure that assigned groups of people to
4Robert Jones, consultant director at international brand consultancy Wolff Olins,
8/4/2019 Strategy 4 Improving Cities
9/35
9
handle specific marketing strategies for competing brands. By the 1970s and '80s,
"brand manager" was a coveted job title for the typical business school graduate, and
by the mid-1990s, branding began to be applied not just to products but to the
retailers that sell them, with names like Victoria's Secret and Bath & Body Works.
Since the turn of the millennium everyone else is discovering branding. It was
inevitable therefore ,that the people who market cities would turn to a concept that
has been so productive and successful for others. Cities are competing for peoples
lifestyles, and in order to do this successfully they need to maintain a strong brand.
Dying cities are weak in these areas. For instance, if a city possesses a bad brand
image, it is difficult to shake that perception and change public opinion about the city.
Bruce Katz, director of the Center on Urban and Metropolitan Policy at the BrookingsInstitution comments: A pack of cities is racing away from everybody else in terms of
their ability to attract and retain an educated workforce. It is a sobering trend for the
cities left behindCity branding is a common practice adopted by many cities in the
context of intensified urban competition for mobile resources, markets, opportunities
and attention.
The historic goal of branding has been to identify the person or location where
a product has its origins. From antiquity, the authors assure us, the value of a brandhas been recognized by consumers, who reward the best producers with their loyalty,
and by producers themselves, who are aware that their brands symbolize good
practices.According to the experts, a powerful brand provides a meaningful
competitive advantage and it is extremely hard for competitors to duplicate.
However, it is increasingly hard to find products and services that are genuinely
unique. These days, most innovation comes from small variations in a products
formula, price and quality. To succeed, you have to emphasize the emotional appealof your brand, which means making a significant investment in marketing. Experts say
that good city brands are built on the confidence of citizens that they will not be
disappointed. Those cities and locations that hope to develop their own successful
8/4/2019 Strategy 4 Improving Cities
10/35
10
brand need to learn how to build a brand that constantly attracts visitors and
investors by meeting their expectations.
On the other hand, locations have also become important attributes for some
commercial city brands, largely because industrial development in a particular sector
is often focused entirely in a single city or region.
The Origin of Location-based Brands
According to the study, using locations for branding purposes is as old as history
itself. Even ancient civilizations such as the Roman Empire acted as brands, along with
their cultural values, identities and power. On occasion, an artificial image of a location
can build a consensus throughout history. Locations act as brands because peoplewant to be proud of their place of origin. As a result, manipulating the image of cities,
cultures and experiences has become the most important component of the entire
branding process.
During the nineteenth century, newly created nation states used all of their powers to
unify their languages and religions, and to create a sense of national identity through
such means as standardized national education. In this context, the creation of a
country-of-origin product became very important, and it remains so today. If you wantyour brand to have a presence in a broader market, you can leverage its association
with a particular location to capture a broader market.
With regard to emerging nations, authors write that they are very aware that
they will have to rely on commercial branding because that approach will give their
products a sort of seal of approval. When a city doesnt do a good job of managing
the relationships between its business brands and its locations, it can wind up being
a negative experience for that city.LAGOS CITY METROPOLIS
Background Information
Lagos State was created on May 27, 1967 and is the most populous city in Nigeria and
the largest, with a total land area of 3,577 square meters (356,861 hectares, of which
8/4/2019 Strategy 4 Improving Cities
11/35
11
75,755 hectares are wetlands). It is one of the few states that bound the Atlantic
Ocean on Nigeria's southern shores. Lagos State is located on the south-western part
of Nigeria on the narrow coastal flood plain of the Bight of Benin. The southern
boundary of the state is formed by a 180 kilometer Atlantic coastline, while its
northern and eastern boundaries are shared with Ogun State. On the western side,
the boundary is bordered by the Republic of Benin. The geographical extent of Lagos
State comprises the city of Lagos and four other administrative divisions - Ikeja,
Ikorodu, Epe and Badagry.
The Old Lagos City
On the eve of Nigeria's independence, Lagos City was designated a Federal Territory
administered by a Council comprising elected representatives, as well as traditionalchiefs appointed by government. Since the 1960s, the fortunes of city government
had changed along with Nigeria's political climate; its administrative system has thus
varied from elected council through sole administrators appointed by military
governments.
Lagos: the commercial an industrial hub of Nigeria
Lagos is the commercial and industrial hub of Nigeria, with a GNP that triples that of
any other West African country. Lagos has greatly benefited from Nigeria's naturalresources in oil, natural gas, coal, fuel wood and water. Light industry was prevalent
in post-independence Nigeria and petroleum-related industry dominated in the
1970's, directly affecting the rapid growth of Lagos.
8/4/2019 Strategy 4 Improving Cities
12/35
12
Energy and water access, sewerage, transportation and housing have all been
adversely affected by haphazard development of a geographically disjointed city.
Unlike the rest of Nigeria, 90% of the population of Lagos then had access to
electricity, with the city consuming 45% of the energy of the country. Despite the
region's endowment of water, the city suffers from an acute and worsening water
supply shortage. With congested bridges, traffic congestion is a daily problem in the
old Lagos: it takes an average of two to three hours to travel 10-20 kilometres. A high-
speed, elevated metro-liner is in the planning stages.
Since 1985, state urban renewal plans had concentrated on upgrading the
environment of slum communities by building roads and drainage channels and
providing water supply, electricity, schools and health clinics. With cooperation fromthe citizens, success had been recorded in a number of pilot urban renewal schemes,
which focus on building roads and drainage channels and providing water supply,
electricity, schools and health clinics.
Lagos is the economic nerve centre of both Nigeria and the western coast of
Africa. It hosts the premier international airport in Nigeria, Murtala Muhammed
International Airport, which handles about 10 million passengers every year includingover 82 per cent of the country's International departures and nearly half of its
domestic connections. Lagos is also a road transport hub with exits to the east, west
and north of Nigeria; a network which handles 70per cent of the international cargo
entering and exiting Nigeria through its seaports, Lagos is the headquarters of the
8/4/2019 Strategy 4 Improving Cities
13/35
13
Nigerian operations of most multinational corporations as well as national companies.
There are 2,000 industrial complexes, 10,000 commercial ventures, 29 industrial
estates and several business districts in Lagos. As a result, the city accounts for over
30 per cent of the national GDP and 60% of its
VAT (value added tax) receipts. Lagos is
therefore the engine that drives Nigeria's
commerce and offers massive, long-term
urbanisation opportunities for developmental
investors and venture capitalists looking for
pre-History of Lagos.
EFFORTS MADE IN THE BRANDING OF LAGOS CITY METROP
OLISThis section of the paper examines the effectiveness of efforts to brand the cities of
Lagos. Based on an analysis of official branding strategies through the activities of the
Lagos State Government, and an attitudinal survey of peoples understanding of
Lagos cities, the paper investigates to what extent the current campaign has caught
the citys good attributes. The paper finds a mismatch between the identity and core
values as branded by the city government, and the realities as experienced by visitors
and residents.Being a good city brand means the city is sustainable that is, improving the
quailty of life in the city, including ecological, cultural, political, institutional, social and
economic components without leaving a burden on future generation.
An exciting magazine feature programme of Cable News Network (CNN) shows that
all may not have been lost in this country. An illuminating report on the plan to
transform the "gigantic and creaking" Lagos into a mega-city. According to the report,
Lagos, which currently has a population of 15 million would hit 25 million by 2015 andbecome the third largest city in the world, and as such urgently requires a thorough
makeover.
As the report showed, Lagos State has embarked on massive reclamation of the
Atlantic Ocean, using the Rainbow Technique developed by Norwegians. Lagos is
8/4/2019 Strategy 4 Improving Cities
14/35
14
reclaiming some 6.5km (4 miles) long and 1.5km (1 mile) wide of the ocean and also
generally upgrading the existing dilapidated infrastructure in the quest to improve
Lagos, create a mega-city and boost employment. Already, evidence abound of the
effort being made to arrest what CNN described as "rush hour mayhem" with the
relentless rehabilitation of existing roads (including those otherwise known as
Federal) and construction of new ones. The major streets in the metropolis are being
lit up-one after the other in the ongoing street-lighting campaign. Indeed beyond the
CNN report, it is clear to all that Lagos state is truly working. At a recent public event,
the stormy petrel of Labour unionism in Nigeria, now Governor of Edo State, Comrade
Adams Oshiomole, publicly admitted that if all states could experience the kind of
transformation happening in Lagos, the public perception of government and peoplein government will certainly change, and more importantly, the lives of the people will
change.
The CNN programme was not just considered a public relations victory for the
government and people of Lagos State, but indeed a major boost for the image of
Nigeria as a country. The programme did so much in the now urgently desperate (or
desperately urgent) quest to burnish the battered reputation of Nigeria, which the
Honourable Minister of Information and Communications, Prof. Dora Akunyili, is sopassionately but trying to achieve with logos and slogans.
At 5th Stakeholders Forum held on Thursday 24th of June 2010 at the Golden Tulip
Hotel Festac, Stakeholders in the Outdoor Advertising Industry have expressed
satisfaction with the efforts of the Lagos State Signage & Advertisement Agency
(LASAA).At the occasion, a proposal on the Lagos Image /City Branding project being
managed by LASAA was presented to the audience. The project is a proposal for the
development of a brand identity for Lagos State. The Lagos City Branding project isexpected to give Lagos a true image and Identity through a destination branding
strategy.
8/4/2019 Strategy 4 Improving Cities
15/35
15
In his speech, the Managing Director of the Lagos State Signage & Advertisement
Agency (LASAA), Mr. Makanjuola Alabi urged all Outdoor Advertising Practitioners
practicing in the State to give due attention to their business.
The forum was concluded with all stakeholders agreeing to work together with LASAA
in achieving its vision and objective while also ensuring a scenic and beautiful outdoor
experience in Lagos State.
The Transformation of Lagos into Africa's Model Mega City
The New Mega City - Lagos
Lagos is divided into 20 Local Government Areas (LGAs) and 37 Local Council
Development Areas (LCDAs) along the lines of Nigeria's federal system of
government. The State government is made up of the executive, legislative and
judicial branches. The current Governor of Lagos State Babatunde Raji Fashola (SAN),
has redefined the role of leadership by successfully transforming Lagos into an
organized city. His Excellency, Babatunde Raji Fashola (SAN) is endowed with with a
noble vision and purposeful mission, inspired by a matchless passion for his beloved
state. From one end of Lagos to the other; in diverse sectors including roads, security,
health, education, the environment, housing, job creation and poverty alleviation,
there is abundant evidence of democracy dividends being delivered for the benefit of
the people. These are the undeniable sirens proclaiming for all to hear the virtues of a
visionary Governor.
Lagos: overview
8/4/2019 Strategy 4 Improving Cities
16/35
16
Governor Fashola's strategy is highly-focused on a total regeneration of a long
emasculated city and a master-plan that encompasses and exploits the suburban
sprawl that makes up Lagos State of Nigeria in order to free up the congested
mainland and island city centers. As the financial hub of West Africa and host to many
of the continent's largest banks, Lagos is of vast importance not only to Nigeria but to
the new world economy which is taking hold across the globe.
Lagos also hosts the headquarters of the oil majors who drive the petroleum
mainstay of the Nigerian economy. On the front burner of the renewal of Lagos City is
both the immediate upgrade of existing infrastructure and the construction of brand
new elements. The government approaches the need for enormous investment from
two key perspectives. Better infrastructure in the city will attract the foreigninvestments needed to address the social relapse that exists while redressing the
average living conditions of the people
Transportation
The strategy deployed by Lagos State to address the transportation challenges has
worked effectively even though further efforts are still required. A multi-modal
solution employs the land, water and airspace capacities of Lagos. Roadtransportation is still by far the most popular means of getting around. Intensive road
construction and rehabilitation is ongoing even as a new system of road
transportation is being put in place. The government has introduced a Bus Rapid
Transport (BRT) system and has remodeled the existing infrastructure to
accommodate this system.The BRT has at its core a mass transit system with luxury
buses plying between the limits of the city. The convenience of this system has gone a
long way in helping to free up the city. However, the BRT system requires additionalimprovements and fresh investment to ensure its sustainability.
8/4/2019 Strategy 4 Improving Cities
17/35
17
Bus Rapid Transport system in Lagos state
The Lagos ferry system has seen a resurgence as the government works on
diversifying the means of transportation available for daily commuters. Concessions
are to be granted to operators of such services with options for the building and
operation of jetties at major terminals throughout Lagos. Light-rail system
development has already commenced and capacity for more development in that area
also exists. Without doubt, investment opportunities abound in the Lagos state
economy through direct briefs and the private public partnership programmes which
the Lagos state government currently favours. There are immediate needs in areas of
water supply, waste management and refuse collection, infrastructure (road and
bridge construction) as well as transportation (buses, coaches, ferries etc). All these
opportunities are substantially behind the enormous need for them as the business
influence of Lagos spreads deeper into the rest of West Africa.
The state government in recognition of the urgency for rapid growth has a new
international airport planned for the Lekki Free Tade Zone LFTZ. While the intra-city
light-rail link has been proposed and indeed, forms part of the new Lagos-Badagry
Expressway project which leads to Benin, several other major links to key bus and
train terminals are ready for immediate development. Lagos State is therefore eager
to partner with local and international corporations and investors to provide these
essential and potentially highly lucrative infrastructural facilities.
8/4/2019 Strategy 4 Improving Cities
18/35
18
Overhead and alternative transport routes to reduce traffic problems
Health
Yearly in Nigeria, over 500 women die during childbirth. Maternal mortality occurs in
developing countries at an alarming rate. Majority of the dead are women who were
not primarily cared for by the hospital and only came for treatment when they were
close to dying and it was virtually too late to save them. The case would have been
different if these women had received the appropriate care early enough. As a result
of these deaths and serious ailments also caused by childbirth, 189 countries met in
2000 and proposed the reduction of maternal mortality by 75% by the year 2015, as the
5th millennium development goal (MDG), emphasizing the enormity of the situation.
The solution was the obstetric care (EMOC). EMOC is currently being recommended
by most of the international agencies including WHO, UNICEF etc. The Lagos State
government has thus commenced a cascade of training in EMOC from April 2008
onwards in order to improve the capacity of their staff to reduce maternal mortality.
Plans are also being made to bring in the Advanced Life Support in Obstetrics (ALSO)
course, an internationally accredited course, which will further teach and entrench
practical skills in saving lives of mothers and their babies.
In addition, the Lagos State government is building Maternal and Child centres in
densely populated areas within the States. These centres will provide secondary level
health care to pregnant women during and after pregnancy, their newborn babies and
existing children, all under one roof.
The Nigerian Health Ministry, WHO, UNFPA, UNAIDS, World Bank and UNICEF are all
committed to the Partnership for Maternal, Newborn and Child Heath, The
8/4/2019 Strategy 4 Improving Cities
19/35
19
Partnership has identified the need to integrate newborn, child health and maternal
care interventions through the integrated Maternal, Newborn and Child Heath
Strategy (IMNCH), in order to dramatically reduce child and maternal mortality by
2015.
Public-Private Partnership Win-win initiatives
The heavy investment made by the state government while resolving a number of
former setbacks set the tone today for a period of renewed possibility with the
introduction of a more varied approach to urban challenges. The private sector has
been able to observe the dedication and commitment of the state government and its
willingness to provide investors with an enabling environment for viable investment in
infrastructure. With several flexible structural systems, investors can speedily accessresources, government clearances, and a string of incentives in order to facilitate
operations within the state and provide clear indicators of project viability.
The implementation of Public Private Partnership is in conformity with world best
practices, focusing on transparency, proper accountability, due process, responsive
and responsible interests, mutually beneficial relationships, zero tolerance for
corruption, avoidance of white elephant projects, quality and standardized
executions, cost and profit recovery, rule of law, and an equitable legal framework.The Lagos State Public Private Partnership initiative is open to various investment
options ranging from equity participation, various leasing options, BOT, concession
airing, tenancy maintenance, etc. Joint venture initiatives are also welcome as long as
the parties show evidence of expertise in the specific area and proof of the legality of
their association. Lagos State is widely available for all sectoral projects, irrespective
of financial implications and level of sophistication.
A number of Public Private Partnership projects are already on-going around Lagos
and the government is pursuing many more such concessions. The key areas needing
immediate investments are transportation, a massive network of roads, highways,
and light-rail tracks, bridges, waterway development, residential and commercial
8/4/2019 Strategy 4 Improving Cities
20/35
20
housing, hospitality, and waterfront development along Lagos, white sand beaches,
and social infrastructure - especially in the education, health and sports sectors. The
government is also eager to attract investors and operators of road, rail and water
transportation as well as hospitality, and creation of facilities.
The Public Private Partnership initiative is designed to be project-based with
meaningful impact on the lives of Lagosians. It is therefore focused on projects that
are visible, achievable within a specified period of time, and which allows financial off-
balance sheet on government. The initiative is open to both domestic and foreign
investors. The philosophy of the Lagos State Public Private Partnership is to take
governance and public administration to the next level, relieving the state of projects,which can best be handled by the private sector.
Project proposals must include: Nature of project, Detailed project feasibility studies,
Detailed financial outlay/Source of funding, Environmental Impact Assessment (EIA)
studies, Evidence of experience and expertise in area of choice project, Evidence of
company registration/Tax Responsibility, Draft of Understanding/Agreement between
investor and the Lagos State government.
Security
One of the recent successes of the government of Lagos State has been in the area of
law and order and public security. With the help of a fledging relationship with the
Nigerian Police, and the involvement of corporate bodies in security management and
the formation of several new social order enforcement agencies, there has been a
dramatic fall in crime rate in the metropolis. In addition, there is much improved publiccompliance to new regulations in developmental, environ-mental and public conduct
in recent years Lagos nightlife has steadily returned to full steam as security concerns
have ebbed.
8/4/2019 Strategy 4 Improving Cities
21/35
21
Recently, the local authority has sought to raise the level of city security even higher
by using applicable technology. Lagos is scheduled to soon implement a network
system of CCTVs on its streets and around public centers. A new free lifestyle is
emerging in Lagos as the city has taken great strides in ensuring security, and has
become conducive for social activities and urban exploration.
Future Prospect for the new Lagos City - The Lekki Trade Zone
The Lekki Free Trade Zone is located on the Lekki Peninsula southeast of the city of
Lagos on the Lekki Lagoon, and it is the icing on the cake of the vision of a brand new
Lagos. The fast developing corridor, one of the fastest growing new areas in the worldis swiftly re-ordering the demographics of the city of Lagos. The city center is moving
further down this corridor. The Lekki Free Trade Zone is a new city under
development with commercial and residential components.
This development has been divided into three distinct phases. Lekki. The first-phase
will cover an area of 15 square kilometers and will include an industrial park
highlighted by light industry, textiles, building materials, household electric
appliances, communications, machine lometers with a total investment of five billiondollars, focusing on heavy industry manufacturing, chemical, petroleum processing,
pharmaceuticals, automobiles, logistics, import/export businesses, tourism, real
estate, education and banking and finance, among others. Within this free trade zone
is planned a deep sea port which will provide exporters with even better access to
regional and international markets. At the core of the development strategy adopted
for the FTZ is a public private partnership arrangement. processing, real estate and
gardening. The phase II and Phase III projects will cover 150 square kilometers with atotal investment of five billion dollars, focusing on heavy industry manufacturing,
chemical, petroleum processing, pharmaceuticals, automobiles, logistics,
import/export businesses, tourism, real estate, education and banking and finance,
among others. Within this free trade zone is planned a deep sea port which will
8/4/2019 Strategy 4 Improving Cities
22/35
22
provide exporters with even better access to regional and international markets. At
the core of the development strategy adopted for the FTZ is a public private
partnership arrangement.
The highly successful collaboration with a consortium of Chinese companies has
already seen the installation of major infrastructure as part of Phase I. This
infrastructure which includes a dedicated power plant and water and sewage
treatment plants is currently under construction. The sea port is planned to maximize
the area's prime position heavy industries such as petrochemicals and oil refineries set
to develop around the port.
The zone will be sealed by fencing walls, and dedicated police stations will provide top
quality security, while the 50 kilometer-long Lekki-Epe Expressway will soon link thezone to central Lagos. There are opening and access to a plentiful supply of raw
materials for investors in fields such as agri-processing, clothing and textiles, food and
beverages, forestry, mining and pharmaceuticals.
There has been a marked transformation in the landscape of the city of Lagos as
driven by an aggressive environmental renewal programme. This has seen the
restoration of once decrepit parks, squares and public areas, the greening of large
swathes of arable inner city land as well as the recovery of under bridge areas that hadhitherto been usurped for. In addition, the master plan for the restoration of
downtown Lagos Island City center and the new link roads being built across the city
all factor in a comprehensive greening effort. The Lagos State government is set to
build new road arteries through the more compact parts of the city in order to free up
access and permit the city to breathe the more. The government has also embarked
on massive removal of illegal structures and the relocation of street markets to new
custom-built locations. Street trading is also being tackled in order to reduceenvironmental hazards and related traffic bottlenecks. Traffic management has
received a new lease of life with the city-wide deployment of traffic lights and street
signs.
8/4/2019 Strategy 4 Improving Cities
23/35
23
In addition, the Lagos State Environmental Protection Agency in conjunction with the
Lagos State Waste Management Authority provides the regulatory and operational
framework with which to maintain recent improvements as well as planned upgrades
around the city. Overall, the outlook is to make Lagos attractive again as a leading
world city, with a historical heritage and world-class environment.
Infrastructural restoration in Lagos state
The historical city center of Lagos has seen an infrastructural restoration recently.
Brand new roads have replaced the old ones in the colonial Marina district and its side
streets. Some of the markets that have taken over. What used to be the center of
downtown Lagos have been relocated or shut down, and there are plans to restore
landmark buildings to their former glory. Dredging of the numerous canals that windtheir way throughout Lagos is an on-going project. It is hoped that this will provide
the much-awaited relief from the perennial flooding of the city during the rainy
season. These channels are being cleared of man-made blockages, and as a result,
water now flows naturally, emptying into the main water bodies that surround the
city.
Sightseeing
Organized commercial sightseeing tours of the city are rare, yet the island is full ofhistorical sites. A major monument is the Iga dngnrn, official residence of the Oba
of Lagos on Upper King Street. Another is the Old Secretariat, built in 1906 to house
colonial offices. It still stands a short distance from the Lagos Island Hospital.
8/4/2019 Strategy 4 Improving Cities
24/35
24
On the Marina stands NITEL House, Africa's tallest building and home to some
magnificent sculpture. Not far off is the State House where colonial governors lived
until 1960. The General Post Office building and the Anglican Church, built in the
eighteenth century, are worth seeing too. The NEPA building has a bronze statue of
Shng, god of thunder, before it. The Elder Dempster building, originally the main
office block for the passenger and freight steamship service to London and the West
African coast, also stands on the Marina.
The Tafawa Balewa Square now stands where once the racecourse was. Nearby are
King's College and old Supreme Court buildings. There is also Lagos City Hall, seat of
the island's local government. Nearly every street on the island symbolizes history; theinterested sightseer cannot wait for insights on life past. The National Museum east
of Tafawa Balewa Square is home to a variety of local art treasures and handicraft,
including the Benin bronzes, the Ife and Owo terracotta busts, and the Igbo-Ukwu
bronze castings. On the mainland, the National Theatre, main venue of the Second
World Black and African Festival held in 1977, stands out among many other
monuments.
Sports stadium was built in 1930 and six years later named after King George V.
Between 1963 and 1973, it became known as the Lagos City Stadium, The Onikan
Stadium, which replaced it, was opened for football and cultural activities in the 1980s.
The National Stadium was built in 1976 in Surulere on the Mainland; its sitting capacity
is estimated at between 80,000 and 100,000. Smaller facilities are scattered around
Greater Lagos, for example, in Agge and in premises owned by large commercial
ventures. In the city, as elsewhere, the average secondary school is almost certain tohave some facilities for athletics and at least football, the game Nigerians love above
anything else. Lagos has been the main venue for several sports fiestas, among them
the Second All African Games held in 1972 and the African Cup of Nations Cup
tournament, co-hosted with Ghana and concluded in February 2000.
8/4/2019 Strategy 4 Improving Cities
25/35
25
Shopping
Lagos is renowned as much for rows after rows of shops as for its irrepressible street
vendors. From dwellings through workshops to road shoulders and space between
vehicles in "go slow," hardly a square yard of space knowingly goes to waste without
being put to some commercial use.
The Jnkara market offers new or second-hand clothing, jewelry, musical instruments,
and hardware; the sl k market is known for food items while the Balgun market
specializes in imported and African clothing material. The Bar Beach market on
Ahmadu Bello Road offers food products and handi-craft, such as baskets, leather,
and batik. Other markets in the city include the ggr market, named after localgin, the main commodity on offer, and the bt r, ta Fj, and Sandgrouse
markets. The Flomo shopping center in ky is on Awolowo Road. On the mainland
the Tjos market in Surulere offers a variety of goods, as do other markets in pp
and Mushin, among others. In all cases, traders are eager to cut deals on prices; a
consumer can buy cheap or dear, depending on his ability to haggle and negotiate
business, the trader's mood, or time of day.
Tourism Attraction in Lagos
Lagos enjoys an impeccable stretch of over 50 kilometers of prime, white sand
coastline which is largely unexplored for tourism. The Atlantic coast has had a
historical and strategic importance to the city for centuries. As early as the 15th
century, Portuguese merchants ran their export-import commerce from Lagos. The
slave trade utilised Lagos as a major hub for the onward delivery of slaves to the
Americas and Europe. Echoes of history still resound today in many parts of the cityincluding the internationally recognised Badagry passage, a national heritage site on
the coast that attracts thousands of tourists every year.
8/4/2019 Strategy 4 Improving Cities
26/35
26
The city's history resonates in its diverse architecture and in the names given to
streets, communities, and districts. For example, Oke Faji, Popo Aguda, Campos
Square, Pedro, and Martin Streets are steeped in Brazilian traditions, having been
settled originally by Brazilian immigrants who started returning in the 1850s. Saro
Town was land assigned by the then Oba of Lagos to Sierra Leonean expatriates after
the 1850s. The Shitta-Bey Mosque and the Holy Cathedral Church, both in central
Lagos, also bear testimony to Brazilian architectural influence.
Lagos also has the added advantage of an enduring rich cultural heritage with a host
of festivals led by the legendry Eyo Festival. This white masquerade carnival is hosted
by the highest level of traditional leaders in the city and in memory of fallen Yorubaleaders. The festival is so important in the calendar of Lagos city that the Executive
Governor of Lagos State acts as the de facto chief host which attracts the Who's who
of the Lagos' elite.
The Lagos beach and sports tourism is an area of great economic potential. The Eko
Atlantic City which is a new government/private initiative is perhaps the catalyst for
other similar projects and initiatives in a clearly very viable economic area. The
government envisions a Lagos coastline populated by hotels, resorts, health clubs,sports and conferencing facilities as well as a thriving water sports industry.
Lagos is also the headquarters of the acclaimed third largest movie industry in the
world. After Hollywood and Bollywood, there is Nigeria's Nollywood. Most of
Nigeria's films are made here and many of Africa's leading stars live in Lagos. The
thriving Nigerian music industry is also headquartered in Lagos and the studios churn
out world beats on a daily basis. Tourism and culture, therefore, are major outletsthrough which Lagos State expects to attract major investment and benefit from
major income.
8/4/2019 Strategy 4 Improving Cities
27/35
27
STRATEGIES FOR IMPROVING NIGERIAN CITIES
Introduction
In todays environment cities compete against each other for talent, business andresources. In many ways they have to act like commercial enterprises by selling
themselves to potential customers business investors, visitors and the creative
classes as successful, vibrant, forward-looking brands.
Modern cities must re-examine their role and purpose as well as define their appeal to
consumers. They must distinguish themselves from their competitors and position
themselves as a recognisable brand in an increasingly international market place.
Relying on past glory is no longer enough. Today, successful companies and youngtalented people have lost hometown loyalties. They can choose where to cluster.
Cities with distinctive characteristics, be they economic, cultural, environmental or life
style, will attract the best companies and people.
This study determines what cities need to focus on in order to survive in the global
economy, this study further explores what strong brands possess and what cities
need in order to brand themselves successfully.
In order for a city to be a good brand, it must possess defining and distinctivecharacteristics that can be readily identified. These are functional as well as
non-functional qualities. These include city appearance, peoples experience of
the city, peoples belief in the city, what the city stands for, and what kind of
people inhabit the city.
The successful cities: New York, Paris, and San Francisco had the qualities
that strong brands do, and marketed their history, quality of place, lifestyle,
culture, diversity, and formed cooperative partnerships between city municipalitiesand government in order to enhance their infrastructure. They were
proactive in their approach.
There is also evidence that The Creative Class has become a force to be reckoned
8/4/2019 Strategy 4 Improving Cities
28/35
28
with, one that cities need to avoid overlooking. Richard Florida (2002) defined the
idea worker or creative class as people in science, engineering, architecture,
education, arts, music, and entertainment, whose economic function is to create
new ideas, new technology, and/or new creative content. His Studies conducted
conclude that it is important to attract this class in order to have a highly educated
and open minded city population. This class has an important role in city branding.
In the previous pages of this paper, the reader is given information about why cities
need to be branded like commercial products in order to be successful. It is possible
for a city to have a brand and an image that evolves into a quality of place. This in
turn establishes brand loyalty, which is essential to a citys survival. It is also
possible for a poorly branded city, with the right strategy, to turn itself into asuccess.
City In Need Of Rebranding
City of violence
City of scandals
A city that has lost its identity
The need to Persuading people to stay in a city Needs to get beyond the (post-)industrialisation image
The need to make the citizens to be proud of the city again - they have lost
their faith in constructive dialogue because of scandals at that city.
The sensuous quality of a city depends firstly on the way it is organised to function
and secondly, on the aesthetic consciousness of people in maintaining and promoting
such quality. Involvement of the residents therefore is the most important, that thebranding will be a project where all inhabitants are involved 100%. With the hope that
branding will result into making all citizens good ambassadors of the city. The
following are strategies that can be used in the branding of Nigerian cities:
8/4/2019 Strategy 4 Improving Cities
29/35
29
Identification and Implementation of the strengths of Successfully Branded Cities
Successful cities have an interesting history, albeit sometimes colorful; where
change, progress, and diversity were embraced. All of the positive attributes of the
city were important focal points for the people. A good relationship between
municipal government and the residents of the city also existed in the cities that were
successful. Since each city resident is a walking-talking advertisement, support from
residents and belief in the city brand were attributes these cities possessed. These
cities branded themselves in ways their residents found believable, and in doing so,
the brand was reinforced as truthful. This reinforcement came in many forms such as
word-of-mouth, political climate perception, advertising, early public relations, and
graphic design. As their positive attributes were exposed, this reinforced the positivecity brand. These cities also had functionality and added value, much like strong
brands. The original qualities they possessed were based on the function of their
geographic location for trade, industry, employment, and economy. But their added
value contributed to their distinctiveness as a brand, and this was specifically outlined
in their culture, attractions, and people. In other words, there was more to the city
than just employment, more to attract people that would say this is a quality place to
live. These cities had cooperation between the residents and municipal government,and moved forward with common goals to initiate growth, development, and success
for the city. They embraced all of their history what they were in the past, are now,
and will ultimately become. While they honored their past, they still managed to
merge it with future goals in order to adjust to globalization. Cities that adapted not
only to changing economic conditions, but also to political climate and other factors,
were survivors. They embraced new political climates, world events, shifts in
attitudes, and attempted to cooperate to find common ground with people. They didnot seek one type of resident nor did they expect one type of business or industry to
sustain them. By adapting to and embracing diverse cultures, people, and ideas; they
evolved into a strong city brand that survived.
8/4/2019 Strategy 4 Improving Cities
30/35
30
Concentrated Facts
The second thing cities can do is to acquire and disseminate concentrated facts
and find out as much information as possible. This information should be consolidated
into research based on at least a period of 10 years. This includes:
Population
Industry
Tax Base
Attractions
Inward Investment
Tourism
ResidentsBusiness Climate
Peoples Perception of the City
The Projected City Brand
Economic Trends
The city also needs to obtain qualitative information on inhabitants, businesspeople,
and potential residents to attract people to move to and/or to invest in
the city. The city needs to have a focused strategy and cooperation betweenresidents, the business community and municipal government in order to be
in a position to be proactive rather than reactive to the ever-changing needs of the
population.
TheP
ublic Face of Communications
Another strategy for improving Nigerian cities is to promote the public face of
communication for our cities. The public face of communications for a city can be
promoted in many ways.
8/4/2019 Strategy 4 Improving Cities
31/35
31
This includes attractions, landmarks, people, symbols, animals, climate, topography,
recreation, business, industry, and world events. While in some cases it can include
advertising, the public face is much more than just a brand campaign, and developing
a cohesive brand is paramount to success. The support of local and government
officials in any city also puts a face on public communications, and this is evident in
whether or not these elected officials have the support of their residents. When this is
lacking, it reflects on the brand for the entire city. The most significant aspect to the
public face of communications in regards to any city is that the brand delivers and is
consistent and cohesive. The city has to offer the things it claims to; otherwise, like
any brand it is doomed to failure.
Living legends
As with companies, a city's distinctiveness begins with an understanding of what it
wants to be and what it has to offer. The city's actual condition is established and then
the distinctive features and tools at its disposal are determined with a view to carving
out a clear and strong identity.
Because the identity of a particular city is inevitably influenced by its past, it seems
reasonable to take advantage of old strengths. Cities with an imposing historicarchitecture and long-standing traditions can seize the opportunity of successfully
building their new identities around such heritage. A good example is Rome. For
Rome, as with any other city of culture, historical edifices are essential ingredients of
its identity, image, and attractiveness. Every year the Coloseum and the Vatican
Museums attract some four million tourists, while the Eiffel Tower surpasses six
million visitors annually. But not only historic monuments attract paying visitors in
their millions. MunichsOk
toberfest, the world's largest amusement fair, alsowelcomes some six million guests each year. Cities that do not enjoy the benefit of a
rich cultural heritage have to, if they dont want to be overlooked, develop their own
style and attractions. Bilbao is the prefect example
8/4/2019 Strategy 4 Improving Cities
32/35
32
The Bilbao Effect
In the second half of the 20th century, Bilbao suffered from the effects of a declining
steel and shipbuilding industry. A strategy was needed to transform the city into a
centre for tourism and modern service industries. Of course,
the city was fortunate to having been chosen by the Solomon
R Guggenheim Foundation as the location for its new museum
and having had Frank Gehry to design a landmark building,
which, in terms of impact, is second only to the Sydney Opera
House.
The Guggenheim Museum transformed Bilbao into a top city brand
Since the opening of the museum in 1997, Bilbao belongs to an exclusive group of
cities .Bilbaos strategy has paid off for some considerable time, with a constant flow
of more than a million annual visitors during the past decade, Indeed, today we often
use the term 'Bilbao effect' when describing the targeted enhancement of a
landscape through new and spectacular buildings.
The VIP city
The best example of a VIP city is Hollywood. For a hundred years now, this district of
Los Angeles has constantly brought forth new films and new star celebrities,
establishing itself as the embodiment of American cinema. As a result, an unavoidable
side effect of branding Hollywood solely and strongly as the home of the American
movie is that people today only associate the town with films and their stars.
A different kind of VIP city are Toyota (Japan) and Wolfsburg (Germany). Both cities
have become synonymous with carmakers Toyota and Volkswagen. Given the mono-
industrial orientation of their economies - that is, the automotive industry - Toyota and
Wolfsburg are both strongly and almost exclusively branded by their characteristic car
makes.
8/4/2019 Strategy 4 Improving Cities
33/35
33
Leipzig, the artist's new playground
Meanwhile in Europe, the eastern German city of Leipzig, another well-known former
industrial community, has found its own way of saving its old buildings from decay
while simultaneously improving the cityscape and atmosphere of its blighted areas.
The selected synthesis of old and new structures is commonly agreed to be an
exemplary solution to the problems that had beset this ancient German city. With
creativities being given the opportunity of establishing themselves in moderately-
priced premises, the city also benefits from a new cultural centre of attraction while
saving on restoration and demolition costs.
Brand Buil
ding of Tourism CitiesBrand building of tourism cities is an effective way to enhance the competitiveness of
tourism cities. Brand building not only needs some measures corresponding to
specific issues, but also the participation of all the people, so that tourism city brand
can play a better role. The application brand consciousness into tourism cities can
make cities unique. The development of tourism cities call for brand awareness, which
not only conform to the trend of the market economy, but also adapt to their own
change and development needs of tourism cities. It can be said that tourism city brandhas attracted peoples attention, once tourism city brand is built successfully and
disseminated widely, there will be a good brand effect and it will bring a huge
economic and social benefits for the city. A tourism city should combine its own
characteristics of tourism resources, urban resources, tourism and urban culture
features to create its own unique brand of tourism city. The marketing of tourism city
brand is very important, and it can be related to the consumers awareness of tourism
products, and ultimately affect the brand-building effect, therefore, a perfectmarketing system of tourism city brand should be established.
CONCLUSION
To keep our cities from dying, we must create a place where people will want to live,
not just work a place of interest. Cities need to keep their focus on what their
8/4/2019 Strategy 4 Improving Cities
34/35
34
perceived brand is in regards to the outside world. If they are not satisfied with their
image, then they need to make inward changes that will alter not only their image, but
who they really are. The greatest branding campaign in the world still needs a good
product (in this case a good city) to back it up, or eventually the brand becomes false.
This is true of anything that attempts to be something it is not. The brand MUST
deliver. Any changes that are made within the city must have the support of the
majority of the residents. Despite this digital age of technology and globalization,
people and word-of-mouth are still the best vehicle that can be used to promote any
kind of brand, including a city. Cities also must work on turning negatives into
positives.
If we want our cities to succeed, we also need to work on keeping the jobs inour cities safe and not just outsource overseas. This can be done through a concerted
effort between business, community leaders, and municipal government focusing
on inward investment, growth, and development. While outsourcing may save money
short term, the long-term economic effects can result in cities becoming proverbial
ghost towns and eventually this translates into monetary losses for the entire nation.
8/4/2019 Strategy 4 Improving Cities
35/35
REFERENCES
P.R.China, ZHANG Chunmei, ZOU Dewen Study on Brand Building of Tourism Cities. An
Msc Thesis School of Business Management, Hebei Normal University of Science &
Technology.
Julia Winfield-Pfefferkorn (2005) The BrandingOf Cities: Exploring City Branding and
the Importance of Brand Image, MASTERS THESIS in Advertising Design at the
Graduate School of Syracuse University.
Offiong B.Ekop, Ekan E.Etim et al (2007 ): Physical Dev
elopment of Urban Nigeria:Emerging Trends and Challenges, Uyo ,Development Universal Consortia.
Sren Smidt-Jensen :City Branding- a tool for change?Urban & Landscape Studies,
Forest & Landscape Denmark.
Online Book Sources
Http://www.lagos1city.com
Http://www.citymayors.com
Http://www.lagosstate.gov.ng
Http://www.eko1city.com