City Brand Triangle an analyzing tool to study city branding or how to manage successeful City Brands.

1. CITY BRANDS MANAGEMENT PORTO TURISMO’S BRAND CASE PAULO MOREIRA December 2010

2. ABSTRACT Brand studies have become increasingly important to business sciences. According to them, brand’s role in the relationship between organizations and their audiences is becoming more and more relevant. This is also true when it comes to one of the most important assets of a country, city or region - place brand. Thus, the main purpose of this work is to study city branding and the development of a concept capable of reuniting all its different features. In this study we discuss the use of marketing concepts to places and place brands. Also, is proposing an analyzing tool to study city branding and all its variables: identity mix, marketing mix and image mix. This tool can help researchers and brand managers, since it reflects the different perspectives of city branding management, making it possible to have a broad view of the brand in a schematic way.

3. 1. INTRODUCTION

4. PLACE PROMOTION EXIST SINCE XIX CENTURY BUT…

5. GLOBALIZATION = COUNTRY/CITY COMPETITION = ENTREPRENEURIAL CITY

6. PLACE MARKETING TOOL FOR PLACE DEVELOPMENT IF A PLACE DON´T HAVE THE REQUIREMENTS OF ITS TARGET, OTHERS WILL TAKE THAT PLACE IN CONSUMER PREFERENCES

7. BRAND

8. ‘A name, term, sign symbol or a combination of these, that identifies the maker or seller of the product’ (Kotler ,1991) BUT…

9. BRANDS ARE ONLY A LOGO ?

10. BUT… 2 BRAND LEVELS

11. EMOTION REASON

12. SO… BRAND MUST BE A BENEFIT, A MISSION, A REASON TO BE A PROMISSE

13. ?

14. PLACE BRAND AN ASSET WITH A HUGE ECONOMIC AND SICOLOGIC VALUE

15. PLACE BRAND Development of an image and its communication to their potential audiences, based on positive values and perceptions, from local attributes - innate or developed - that make it a unique place.

16. 2. RESEARCH GOALS 2. BUILDING CITY BRANDS

17. recourses internal motivtion/mobilization … Creative design? WHY ? FOR WHOM ? External: Tourists, Investors, Talents, Central Gov., others countries or institutions… Internal: Residents, local businessmen, local institutions … WHIT WHAT ? Products/services Positioning

18. CITY MARKETING MIX

19. DNA HERITAGE history culture language

20. SKELETOR STRUCTURES educational cultural leisuresports health security

21. CIRCULATION SISTEM NETWORKS roads transportations communications water and urban waste

22. AESTHETIC architecture urban signs and furniture Image logo

23. VOICE advertising public relations events

24. 3. RESEARCH GOALS

26. BRAND CITIES PEOPLE PERCEPTION

27. APPLY MARKETING CONCEPTS TO PLACES AND CITY BRANDS

29. identity mix NAME BRAND marketing mix image mix MISSION IMAGE Lencastre (2001)

30. CITY IDENTITY MIX LOGOS NAMES IMAGES SOUNDS … NAME CITY BRAND CITY IMAGE MIX PRESENCE THE PLACE POTENCIAL PULSE PEOPLEPRE-REQUISITES CITY MARKETING MIX ADN SKELETOR CIRCULACION SISTEM AHESTHETIC VOICE MISSION IMAGE (Anholt, 2006a)

31. 4. RESEARCH QUESTIONS

32. Q1.How to develop a city brand MARKETING MIX ? Q2.What is the relationship between city BRAND SIGNALand its MISSION? Q3.How do PUBLIC perceive city brand? Q4.What is the relationship between city BRAND MISSION and city IMAGE among its stakeholders?

33. CITY BRAND

34. 5. CASE STUDY

37. studies

38. brochures

42. Culture

43. PeopleMISSION IMAGE