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Lecture on city branding at the University of Groningen, The Netherlands by Eduardo Oliveira. "Cities and mega-cities, rather than countries, are increasingly becoming the principal protagonists between geographical regions. The competition between cities to establish their credentials as the best choice for prospective visitors, investors, business, students and talented people will intensify as places focus on how to convey their competitive edge and relevance" (Baker, 2011).
Citation preview
From Selling the City to City Branding. A Critical Perspective.
Eduardo [email protected]
14 January 2014University of Groningen
BrandingMarketing
Selling Urban planning
City
From the idea of branding places…
…to place branding and its territorial application...
City branding
explained
20’
25’
20’
25’
90’
Place Branding
Evolution of the discourse
Real worldExamples
Critical issues and
challenges
90’
Contents
different scales (neighbourhood, city, region, country)
different scopes
(destinations, investment,
talent, tourist)
Bringing a critical perspective…
CountriesCities
RegionsDestinationsCross-border
PlacesBrands
Spatial PlannningMarketing
Place Marketing
Place Branding: Evolution of the discourse
Place Branding
1980 1990 2000800
Stage - Corporate Branding
Stage - Place Promotion
Stage - Planning instrument
Place Branding: Evolution of the discourse
mm-dd-yy | 26
Place promotion
Promoting / SellingWhat? – places (and
agricultural activities)
1980800
Place Branding: Evolution of the discourse
mm-dd-yy
Place Promotion 1980800
Objective: Industry Multiple objectives
1910
Place Branding: Evolution of the discourse
City
Place Promotion 1980800
Objective: Housing Economic Development
Place Branding: Evolution of the discourse
Place Promotion 1980800
Promoting / SellingWhat? – Cities (and holidays)
Place Branding: Evolution of the discourse
Place Promotion 1980800
Place Branding: Evolution of the discourse
California, US1920
Place Branding? Really? Today
Place Branding: Evolution of the discourse
Place Branding: Evolution of the discourse
Planning instrument
Expectations / EnhancingCitizens and Communities
needs
Evolution regarding the failure of traditional planning
instruments
1970s – dissatisfaction
1980 19902000
800
Stage - Corporate Branding
Stage - Place Promotion
Stage - Planning instrument
Place Branding: Evolution of the discourse
Aaker, (1996)
In contemporary marketing, branding is central, as it integrates all the strategic elements into one success formula.
Trueman et al., (2001)
Recognise that there is an urgent need for a robust analysis of the city as a brand and go on to assess that the literature on corporate branding may be relevant.
Corporate branding
Marcas Territoriais: Evolução do discursoPlace Branding: Evolution of the discourse
Trueman et al. (2004 ); Kavaratzis (2004 ); Rainisto (2003)
Marcas Territoriais: Evolução do discursoPlace Branding: Evolution of the discourse
There are significant similarities between corporate brands and place brands, which bring the two concepts close and provide a starting point for a better understanding of place branding.
Knox & Bickerton, (2003)
A corporate brand is the visual, verbal and behavioural expression of an organisation’s unique business model.
The brand is expressed through the company’s mission, core values, beliefs, communication, culture and overall design. A place/city brands “expresses” – place/city
Simões & Dibb, (2001)
Corporate branding draws on the traditions of product branding, in that it shares the same objective of creating differentiation and preference.
Marcas Territoriais: Evolução do discursoPlace Branding: Evolution of the discourse
A brand is a multidimensional assortment of functional, emotional, relational and strategic elements that collectively generate a unique set of associations in the public mind.
Aaker, (1996)
Relationship between the brand and the consumer, such that there is a close fit between the consumer’s ownphysical and psychological needs and the brand’s functional attributes and symbolic values.
Hankinson & Cowking, (1996)
Marcas Territoriais: Evolução do discursoPlace Branding: Evolution of the discourse
Place Branding da teoria à prática e à essência…
Place Branding: Evolution of the discourse
Florida’s fashionable, albeit US- based, approach regarding the existence of a ‘creative class’ (Florida, 2002).
The popularization of the concept of the creative city owes much to the work of Florida (2002, 2005).
Richard Florida, recommends that city policy makers could attempt to attract ‘the creative class’ - as residents in order to galvanize local economies.
A considerable proportion of the city branding literature particularly in the urban and regional studies domain is devoted to the concept of the creative city
Bayliss, 2007; Healey, 2004; Hospers, 2003; Ooi, 2008
Questioning Richard FloridaExistence of a ‘creative class’ within a city automatically leads to the development of a vibrant local economy?
Or even does it lead to a vibrant cultural life in the city?
Critical perspective…
Is necessary a holistic approach to urban planning, rather than relying exclusively on the presence of
the creative class within a city…
The discourse on place branding was influenced by the evolution of the mainstream Marketing
Social Marketing Nonprofit Marketing
Place Branding: Evolution of the discourse
Corporate Branding
Place Marketing
Place Branding
Countries
Regions Cities Destinations
Marcas Territoriais: Evolução do discursoPlace Branding: Evolution of the discourse
Creative city Urban studies
Place Branding
Cities
City Branding
Branding(strategic, 1st)
Marketing (eventually)
Hankinson, (2010)
From the genesis till consolidation as a concept
Marcas Territoriais: Evolução do discursoPlace Branding: Evolution of the discourse
: Google imagens
Place Branding: different scales
Structural change
Local Values&
Inclusive
Social Justice&
Participation
Strategic Spatial Planning
Instrument
Environment&
Sustainability
Development&
Competitiveness
Place Management
Attractive and competitive
image
Plan-React-Proact
Strategic networks
Place Branding multi-objectives
Synergies
Critical perspective?
TheoryPractic
e
Do you know what
I mean?
mm-dd-yy | 50
Place Branding (City Branding)
Why?
Places often emphasise the historical, social, human, and cultural assets, features….
However…
The persistently uneven developmentThe rise of new technologiesThe financial and economic crisisThe changes in production processesThe globalisation of culture and the economyThe ageing of the populationThe environmental issues
Albrechts, 2010;2013
The growing complexity
Places are complex entities
I have no data yet. It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.
(Sherlock Holmes)
Place Branding and Place Brands: Theory without facts
Is not a magical solution
Place Branding (if applied to cities is city branding)
Oliveira (2014)
Does not work instantly
The paradox at the heart of place branding is that it has been widely embracedby place management authorities world-wide as a panacea for a bewildering diversity of economic and social ailments.
Ashworth (2011)
Place branding Place branding has the has the capability of providing capability of providing
something for something for everybody, only because, everybody, only because, and only when, they are and only when, they are created by everybodycreated by everybody
Place Branding and Place Brands: Communities 1st
Place Branding and Place Brands: Communities 1st
TopophiliaTopophilia (love of place) v.s. (love of place) v.s. TopophobiaTopophobia (repulsive feelings a place creates) (repulsive feelings a place creates)
Place Branding and Place Brands: Communities 1st
Place Branding and Place Brands: Experience
Not only sense of place, the place should also make sense – as a place (a living entity)
Do all place’s need place branding?
Google Images
Place Branding from theory to practice
Do all place’s need place branding?
Place Branding from theory to practice
This is Geographical nomenclature - product marketing through places
Create advantage, or
Make it difficult…
Place Branding from theory to practice
Negative perceptions Takes time to change minds
We confuse the brand and the product;
Negative image;
Does not represent values, identities.
Place Branding from theory to practice
Nearly a third of the travellers were at least somewhat influenced by
comments from people in their online social network when
making travel purchase decisions.
More than two thirds are at least slightly influenced
by traveller-generated ratings
Place Branding from theory to practice
Challenges? Takes time to change perceptions
Polish Nurse Polish Plumber
Place Branding from theory to practice
What is Place Branding?
What is Place Branding?
Passion
Action
Development
What is Place Branding?
What is Place Branding?
What is Place Branding?
http://www.forbes.com/
http://www.forbes.com/
What is place brandingPlace Branding realistic and honest
What is place brandingPlace Branding - telling the painful truth
This new paradigm means that ambitious citiesmust proactively shape and influence what the world
thinks of them andposition and market themselves with strategic intent.
Hankinson, (2010)
After years of separate development, there has recently been a convergence between the academic domains of urban policy, tourism and mainstream branding resulting in the emergence of place branding.
What is Place Branding?
In the urban policy domain, the focus is on the economicdevelopment of towns and cities based not only on tourism, but also on other areas such as retailing, financial and cultural services.
Urban & Planning
Marcas Territoriais: Evolução do discursoPlace Branding: Evolution of the discourse
A strategic development tool;
A task for local authorities and stakeholders; planners;
Connected to the place's identities;
Effective in creating sense/pride of place;
Effective in attracting investment;
Effective in attracting visitors;
Effective in attracting talent people / researcher ’s;
Communication tool; A task for advertisers
and graphic designers; Disconnected from the
place's identities; Apolitical; Ineffective in creating
sense/pride of place; Ineffective in attracting
investment; Effective in attracting
visitors.
Kalandides, Kavaratzis & Ashworth, 2010
If BRANDING is a part of marketing, then branding is:
If BRANDING is WIDER than marketing, then branding is:
Baker, (2012) MarketingBranding
What is Place Branding?
Baker, (2012)
Strategic toolkit
What is Place Branding?
Baker, (2012)
Out of marketing dep.
What is Place Branding?
Mix of disciplines
What is Place Branding?
Baker, (2012)
Place Brand
Place Branding
What is Place Branding?
Place branding is a process which attempts to influence how people interpret and develop their own sense about a place.
A place brand is made distinctive by its positioning relative to the competition and by its personality, which comprises a unique combination of functional attributes and symbolic values’
Hankinson & Cowking, (1993)
What is Place Branding?
This process is the same as that followed in the formation of images of other entities like products or corporations, which have long been managed as brands.
Ashworth & Kavaratzis, (2009)
(…) branding has only recently been used to describe the process (…)
(…) the process of place branding (…)
(…) place branding is a strategic process contributing to urban/regional development and urban/regional competitiveness (…)
What is Place Branding?
What is Place Branding?
Pasquinelli, (2013)
Cooperate Networks
What is Place Branding?
Place branding can be used as at least part of policies aimed at:
To fostering economic restructuring; Community participation; Political engagement; To secure visibility, create value; To reinforce local identity; To reinforce the well-being of citizens; To achieve competitive advantage (e.g.):
To increase inward investment;To increase tourism revenues;
Ashworth, (2010)
Efficient tool in pursuit of objectives that relate to the place management and spatial planning
What is Place Branding?
One of the purposes of place branding process is to create strategies to position the place for several activities (…) for living, working, researching, playing, visiting and dreaming…
Smyth, (2005)
Enhance their strengthsEarn competitive advantage
Achieve progressMultisectorial development
Exchange relationships between other geographical unities
What is Place Branding?
Co-opetion (Pasquinelli, 2013)
Hankison, (2010)
The process of place branding is usually carried out by a partnership between the public and private sector stakeholders who are involved in the place product delivery.
What is Place Branding?
Cooperation between various place players will become more frequent in the future than earlier.
Rainisto, (2003)
The way forward
A place brand strategy is a plan for defining the most realistic, most competitive and most compelling strategic vision for the place.
Anholt, (2003)
What is Place Branding?
Place branding as a long-term strategic activity.
What is Place Branding?
Strategic Thinking
Introduction to the Theory of City Branding
Dinnie, (2011)
interest in city branding (…) a wider recognition that cities can benefit from implementing coherent strategies with regard to managing their resources, reputation and image.
Cities compete globally to attract tourism, Investment, talent, entrepreneurs, ME, YOU…
Applied in pursuit of urban development, regeneration and quality of life…
City Branding
Hankinson, (2010)
Marcas Territoriais: Evolução do discursoFrom the genesis till consolidation as a concept
City branding: an effective assertion of identity or a transitory marketing trick?
Kavaratzis & Ashworth, (2005)
Place branding has become a commonplace activity of CITIES, regions and countries.
There is a recognisable gap in the literature with regard to the branding process of cities in general (Hankinson 2001) and real case studies in particular (Anholt 2002; Rainisto 2003).
From selling the city to city branding
From city marketing to city branding: Towards a theoreticalframework for developing city brands
Kavaratzis & Ashworth, (2005)
City branding practice (…) exclusive use of promotional tools such as slogans and logos or, advertising campaigns (…)
This is a simplification of the very complex processes that determine the way in which CITIES are seen, felt, evaluated, and ultimately co-created.
#traps on place/city branding
The application of logos
An example might be useful here
The report states that the ‘logo is a brand that brings citizens together under a common goal and at the same time attracts business and investment’ (p. 6);
The ways in which the logo and the slogan might bring citizens together under a common goal, what this goal might be, and how the whole might help attract business and investment remain unclear.
Part of the complexity of city brands derives from
their obligation to address the needs of a spectrum of fundamentally different target audiences.
Introduction to the Theory of City Branding
Dinnie, (2011)
While it might be unrealistic to satisfy the demands
and desires of all residents, they are instrumental in building the city brand, as they ‘live and breathe’ the city’s brand identity. Create preference and loyalty to the city among the various segments which cities serve.
Cities depend on their residents for economic, social, cultural andenvironmental vibrancy. Maintaining a diverse, skilled, and satisfied residentialpopulation is vital for a city since their disenchantment could triggera
City branding centres on people’s perceptions and images and puts them at the heart of orchestrated activities, designed to shape the city and its future.
Cities depend on their residents for economic, social, cultural and environmental vibrancy.
Maintaining a diverse, skilled, and satisfied residential population is vital for a city since
their disenchantment could trigger a vicious downward spiral.
Cities depend on their residents for economic, social, cultural andenvironmental vibrancy. Maintaining a diverse, skilled, and satisfied residentialpopulation is vital for a city since their disenchantment could triggera
Cities depend on their residents for economic, social, cultural andenvironmental vibrancy. Maintaining a diverse, skilled, and satisfied residentialpopulation is vital for a city since their disenchantment could triggera
Successful city brands follow a progression of creating a distinctive (city) appeal
This appeal only evolves into a powerful brand if a coherent strategy is acted upon and consistently
communicated…
The national program for spatial planning
Strategic PlanningStrategic PlanningCity BrandingCity Branding
Strategic thinking towards a city branding strategy
Highlight assets
Envisioning -Visions
Create identity
Radical change spatial context
Dynamiccreative process
Inclusiveness
Common engagement
Common objectives
Communication messageLinks?Links?
Oliveira, (2012)
The concept of place/city branding is thought to provide valuable tools for places to differentiate themselves, by managing their opportunities and transforming them into competitive advantages, thus gaining brand value and strengthening their global market position.
Reputation Stimulate developmentAttracting visitors & capital
Signature buildings and design Flagship building Signature Design Signature Districts
Personality association Event Hallmarking
Ashworth, (2009)
Local planning instruments are widely used by places in order
to pursuit local or regional objectives
Instruments of Place Branding also applied by cities?
GaudGaudii
BarcelonaBarcelona
Personality association
Flagship building
Signature districts
Instruments of Place Branding also applied by cities?
Event hallmarking
Instruments of Place Branding also applied by cities?
Places organise and sponsor temporary events in order to obtain a wider recognition that they exist but also to establish specific associations.
Cultural events are favoured largely because of there visibility and wide acceptability of cultural products as merit goods adding value and desirable attributes to a place.
Hallmark events alone are unlikely to have much impact upon a place/city brand
Effective as instruments in a strategic policy
Ashworth, (2009)
Instruments of Place Branding also applied by cities?
Conceptualization:If the hallmark events can be the catalysts triggering existing processes, making trends and create conditions that already at least potentially existed.
A city branding becomes a valid, necessary and highly effective form of management the city.
Are most significant at the level of strategic reorientation.
Alone are unlikely to have much impact upon a place/city brand.
Relatively small and have little lasting promotional impact.
Events
Can we design a city brand with the events?
To attract tourists and visitors. Attract no tourists, but visitors from the same place.
Events and tourism can be mutually beneficial.
Interaction between event planning and destination planning is needed.
To capture attention and promote attractions and
infrastructures.
Most events are small, with a limited duration in time and create minor impacts.
Events in big cities are more prepared to achieve success.
More modestly sized cities have achieved notable successes.
Successful
stories?!
Events hallmarking
ManyFailures
?!
Celebrating success, or on the way to fail?
The need for a good strategic and cultural fit with
the place – reflet the local spirit (genios loci);
The need for an event to be differentiated from
others;
The longevity or tradition of the event;
Cooperative planning among key players;
Media support for the event.
Success Events
hallmarking
Celebrating success, or on the way to fail?
COMMUNITY SUPPORT
http://vimeo.com/56759520
Looking for the very best…
From traps to topophobia
The colours & logo challenge
From traps to topophobia
The slogan challenge
Country slogans Significance
No specific message
Geographical significance
Geographical significance
From traps to topophobia
No specific message
Fun, Memories
Geographic significance
Everything for all
Taglines Significance
From traps to topophobia
Taglines Significance
Everything for all
Fun, uniqueness
No specific message
From traps to topophobia
London’sCity
branding strategy
crisis
Fashionableslogans as a result perhaps of their necessity toconvince political decision-makers who place a premium on novelty, succinctness and simplicity.
Places, such as cities do not suddenly acquire a new identity thanks to a slogan or a memorablelogo.
Slogans and logos may be useful practicalinstruments in a place branding strategy butthey are not the strategy itself.
A strong citybrand relies on more than just its communications: the city must take actionas part of its strategic plan.
http://www.youtube.com/watch?v=nTi5hrDVFFc
http://thecnnfreedomproject.blogs.cnn.com/category/every-day-in-cambodia/
built-fabric and public realm
mm-dd-yy
Venice Syndrome
mm-dd-yy
Venice Syndrome
mm-dd-yy
Venice Syndrome
City Branding, future thinking and key words
Hankinson’s (2004) conceptualization of place/city brands as relational network brands (…) collaborative approach between public and private sector organizations and a distributive approach to the ownership of the city branding;
A NETWORK APPROACH
inclusiveness and representativeness; long-term commitment; shared vision; sharing responsibility;
trusting each other; alignment and engagement;
communicating as one; taking ‘on-brand’ decisions and actions;
making ‘on-brand’ investments;
http://www.brabantsmartsolutions.com/
Brabant is an enterprising, innovative and successful Dutch region in Europe and a wonderful place to live.
SUSTAINABILITY
In terms of the sustainability of the city brand, key preconditions emerge as follows:
a long-term commitment to the city brand strategy, rather than a series of short-term, ad hoc campaigns;adequate budget allocation; responsiveness to societal changes; and the need for specific objectives, underpinned by rigorous research
CITY itself as a LIVING and LIVEABLE ENVIRONMENT
City-Region
http://www.edinburgh-inspiringcapital.com/
Enjoy Edinburg
h
The Edinburgh Inspiring Capital Brand draws its strength from the people and organisations who embrace it.Inspiring
Capital
Edinburgh city region As the city is the main economic driver of the region, the brand is naturally focused on Edinburgh itself but reflects the strengths of the wider city region.
This brand began with the project team taking a good look
at the
Some examples
This means that Edinburgh is a dramatic city bursting with ideas and life.
There is a drama and magical quality to the city for many people, and it is a place that stimulates the senses and imagination.
Essence Is Inspiring Capital.
Edinburgh as a world influencer in science, education, the arts and business, whose stunning physical beauty and magical atmosphere always inspires.
Personality
Some examples
Values
Brand Pyramid
Some examples
Inventive Visionary Rich diversity Striving for
excellence Sincere warmth Understated
elegance
Objectives To develop a brand which would represent a cohesive image of city region.
To ensure a more joined up and effective approach to city promotion.
To create a brand which would allow economies of scale as public, private and voluntary sectors.
To develop and enhance Edinburgh’s reputation as a successful and dynamic world class city region.
To highlight the attractions of the city region as a place to live, invest, visit and study.
To contribute to improving the economic and social prosperity.
http://www.edinburghbrand.com/
Some examples
Anholt, (1996)
Simon Anholt coined the term 'nation branding' (…) he has been working with governments to help them plan the policies, strategies, investments and innovations which lead their countries toward an improved profile and reputation.
A Consistent Framework for City-To-City Comparisons
Anholt-GfK Roper City Brands Index
What is City Branding?
Anholt, (2003)
Analytical ranking of the world's city brands.
Working with an innovative set of tools that helps to assess, develop and implement brand strategies .
Provide the global and local insights needed to move a city’s reputation forward and increase the success of
The Anholt-GfK Roper City Brands Index
Business - Trade - TourismEFFORTS
What is City Branding?
Anholt, (2003)
This framework has been developed as a means of evaluating the effectiveness of branding (…) it is a tool for guiding the branding effort
The Anholt-GfK Roper City Brands Index
What is City Branding?
The Potential considers the opportunities the city has to offer in terms of economic or educational activities.
The Presence refers to the city’s international status and standing – how familiar people are with the city.
The Place component refers to the physical aspects of the city – how beautiful and pleasant or otherwise the city is.
Anholt, (2003)
What is City Branding?
The Pulse examines the existence of a vibrant urban lifestyle - how exciting people think the city is.
The People component examines the local population in terms of openness and warmth and alsolooks at safety issues in the city.The Prerequisites deal with the basic qualities of
the city; the standards and price of accommodation and public amenities.
Anholt, (2003)
What is City Branding?
mm-dd-yy | 146
The Anholt-GfK Roper City Brands Index
Lonely Planet's Best in Travel 2014 - top 10 cities
http://bloom-consulting.com/en/nation-branding#
http://bloom-consulting.com/en/nation-branding#
The
http://www.brandfinance.com/knowledge_centre/reports/brandfinance-nation-brands-2013
mm-dd-yyCity brand strength City assets
mm-dd-yy
+ Assets + Brand+ Value + Strength
Recommended literature
http://placesbrands.com/colourful-logos-dark-realities/
(Oliveira, 2014) Colourful logos, dark realities
(Oliveira, 2013) In Search of Place Branding Geographieshttp://placesbrands.com/in-search-of-place-branding-geographies/
http://placesbrands.com/once-upon-a-time-in-istanbul/
(Oliveira, 2013) Once upon a time in Istanbul