10. A Typical Brand Strategy: Competitive Differentiation
Branding Differentiated image and reputation development
Differentiated image and reputation development
Brand Strategy Define Vision
g
organisation Values
management Ethos
principles and Attributes
aims Behaviour
Brand Platforms Create a positive Place
consistent brand y
Physical
experience Digital Communication
People
Processes & Products
11. Definition of Branding
D fi iti f B di
creating a differentiated image and
creating a differentiated image and
reputation
image – what you say about yourself
reputation what people say about you!
reputation – what people say about you!
12. A Typical Brand Strategy
Vision … Values … Attributes
Vision … Values … Attributes
Create commercially attractive and inspirational vision and aims.
Define positive differentiated values and attributes – team ethos.
Achieve effective engagement of management, employees,
tenants, users, stakeholders …
Understand and manage external audiences and expectations –
communities of interest, politicians, the media, vested interests …
Integrate latest ethical, environmental and sustainability
practices and policies.
practices and policies
13. Branding is not a cosmetic
packaging exercise – its about
creating and defining a vision and
creating and defining a vision and
g g p
aims that will engage and inspire
the target audience.
15. Country Branding
Aims
• To create national pride,
p
confidence and patriotism
• To attract investment
• H l exports …
Help t
• Attract tourists …
• Attract talent
To achieve a positive national reputation –
political, industry, tourism, agriculture …
17. Country Reputation
Post Crisis Reputation Change
Old images – Western Europe vs. Eastern Europe
g p p
Now – Greece, Portugal, Ireland are in trouble …
Challenge f ex S i S
Ch ll for Soviet States i d fi i their
is defining h i
identity
International opinion and negative clichés need to
be add essed
addressed!
18. What are you known for?
Everyone admires good things and ideas!
Country of origin – “Made in Germany” ….
“Made in China”
To be known and admired you require the right
products, services, d ti ti
d t i destinations and f iliti th t
d facilities that
external and internal target audiences need and
aspire to
to.
19. Information Campaigns
No amount of good
advertising can fix problems
advertising can fix problems
by itself…
Information campaigns must
be ambitious… but truthful….
Manage expectations!
21. Ukraine Branding: Euro 2012
Large international events –
excellent branding platform!
BUT
Branding is not a one‐time‐
effort
… strategy, vision, attitudes,
commitment, reputation,
commitment reputation
ethos ….
EVERYTHING COUNTS!
29. Brand Strategy for a City
Attributes
p p
people – products - services – events
p
– activities – culture – history –
architecture – infrastructure – streets
– landscape …
what will attract and inspire external
and internal audiences?
30. Brand Strategy for a City
Challenges
Alignment! ‐ Teamwork
“You need to give to get!”
You need to give to get!
Communication ‐ all brand messages about a place need
to be coordinated to suit target audiences…
Audiences – communicating the brand in action.
The aim is to optimise the attractiveness and worth of
Th i i t ti i th tt ti d th f
place assets to those who live, work and perform there –
stakeholders, communities of interest, media, potential
stakeholders communities of interest media potential
investors …
31.
32.
33.
34. Creating a Place Brand
Putting it on the map
Putting it on the map
iconic developments
p
building ‐ events – features
g
39. Chicago Civic Iconography
“the city and its citizens have
embraced the flag imagery
to infuse into the design of
other objects, and even
j ,
sometimes themselves”
from www.urbanophile.com
