Branding

2. DEFINITION
• The marketing practice of creating a name,
symbol or design that identifies and
differentiates a product from other products.
• ‘’A strong brand is the key to economic growth
in a city or region. But it also needs people
with passion who understand that the job of a
brand is to attract specialists and create the
right climate for innovation’’( Christer Aspuld,
development expert.)

3. The Branding steps
• Stage 1: Understanding & Discovery
• Stage 2: Articulating & Clarifying
• Stage 3: Positioning & Differentiating
• Stage 4: Identifying & Creating

4. Branding Goals
• Differentiate your product
• Build awareness
• Create an emotional connection
• Create credibility and trust.
• Motivate purchasing

5. City branding
City branding refers to all the activities that are
undergone in order to highlight the positive attributes of
the city which will turn the city from a location to a
destination.
Advantages:
• Inhabitants as well as people elsewhere understand a
city’s character
• Helps cities to focus on how they wish to develop in
the future.
• Confirms a city’s existing image, by strengthening the
positive points and distracting from any negative
points.