Case study of San Francisco: history of San Francisco, Branding effort, competitive advantages, functionality, added-values, integration, main attractions

1. San Francisco
Place branding
Chonnam National University
Graduate School of Business,
MBA in Community Development and Leadership
Regional Marketing - Place Branding
Presented on May 31, 2016 by:
KUNG Sorphea ID 157728
RANAIVOSON Liankanto ID 156748

2. RM/Place Branding/San Fran/31May16
Outline
I. Introduction
1. Place Branding Concept
2. History of San Francisco
II. The branding of San Francisco
1. Branding process
2. Functionality, added-value, integration
III. Conclusion

3. RM/Place Branding/San Fran/31May16
I. Introduction
1. Place Branding Concept
Place Branding: pardon…..?
• City branding
• Region branding
• Nation branding
• Destination branding
Based on the identity of the place
Why place branding?
• Competition
- Attract customers, visitors,
business, talent, investors, etc.
• Public diplomacy
- Global media, Mass democracy,
Transparency.
• Connecting people
- Internal branding

4. RM/Place Branding/San Fran/31May16
The city and county of San Francisco
Country: United States, State: California
The City by the Bay; Fog City
SF is a city found in California, The United
States Of America surrounded by the
Pacific Ocean and San Francisco Bay.
encompasses a land area of 121 km2
and has a population of about 864,816
inhabitants. 7.5 million people live in
the San Francisco Bay Area.

5. RM/Place Branding/San Fran/31May16
History Timeline

6. History Timeline
1800s Highlight: The US & The Gold Rush Era
(Yerba Buena)
- 1821: Independence from Spain
- 1847: Lose its former name Yerba Buena
- 1848: The California Gold Rush started
- 1849: Due to the Gold Rush the population
booms from 1,000 to 25,000
- 1850: California becomes a U.S state

7.  Today San Francisco is a major banking,
finance and trade center. It produces
clothes, electronic goods and food products
that the farmers of nearby regions grow.
 The 4th-most populous city in California
(after Los Angeles, San Diego, and San Jose)
 The 2nd-most densely populated city (7,124
people per km2) and 13th-most populous
city (864,816 -2015 est.) in the United States.

8. RM/Place Branding/San Fran/31May16
II. The Brand of San Francisco
1. Branding Process Brand Management
Parks
Museums
Merchant Associations
Brand of SF
Convention and Visitors
Bureau (Only in SF)
City Hall
(Shop SF, Get More)
National/International
Travel Agencies
Hotels
Convention Centers
Airlines
Restaurants
1915
• SF rebuilt => early branding
1916
• SF City Hall Opening
2004
• SF Convention and Visitors
Bureau launched a new
branding

9. RM/Place Branding/San Fran/31May16
2. Functionality
Cultural: parks, museums…
Business services (commercial, advertising, communication, computer…)
Financial : The Pacific Stock Exchange, US Mint, international banks and venture capital firms
San Francisco
The city by the
bay
Silicon
Valley
Since the 1990s,
The demand for
skilled IT workers
Attracted white-collar workers
from all over the world
Created a standard of living: SF
has the highest quality of living
of any US city (2014 survey of
global cities)

10. RM/Place Branding/San Fran/31May16
2. Added value
‘‘Only in San Francisco’’, is about the uniqueness and the different experience a person can
have while visiting the city such as natural beauty, ethnic composition and the variety of
cuisine, shopping experiences etc. (Lonne, 2011)
San Francisco is “a super fit city” because of its:
Good weather
(Mediterranean-
climate) => many
activities
Access to
healthy food
(Organic and
fresh) AND
famous for its
restaurants
Friendly people
(Most of the
time, compared
to NYC)
Walkable and
bikable city

11. RM/Place Branding/San Fran/31May16
2. Integration
San Francisco is one of the most beautiful cities in the United States and the jewel of Northern
California: worth visiting and living.
Business,
colleges,
universiti
es
Tourist
spots
Parks,
Museums
Theaters
Asian &
latine
America
Alcatraz
Island
Fisherma
n’s wharf
History,
entertain
ment,
foods
Beaches,
Green
space
High-tech
scene
Hollywood
film
destinations

12. SF Demographic profile
Race Population
Total Population 805,235
White 390,387
Asian 267,915
Hispanic or Latino 121,774
Some Other Race 53,021
Black or African American 48,870
Two or More Races 37,659
American Indian 4,024
Native Hawaiian Pacific Islander 3,359
Three or more races 3,343
Native Hawaiien 410
43%
30%
13%
5%
5%
4%
0%
0%
0%
0%
SF - Population by races (2015)
White
Asian
Hispanic or Latino
Some Other Race
Black or African American
Two or More Races
American Indian
Native Hawaiian Pacific Islander
Three or more races
Native Hawaiien
Source: https://suburbanstats.org/population/california/how-many-people-live-in-san-francisco

13. RM/Place Branding/San Fran/31May16
SF main attractions
Golden Bridge
(Wonders of the world)
Alcatraz Prison Fishermen Wharf
Cable car City Hall Chinatown
Discover San Francisco in 2 minutes

14. RM/Place Branding/San Fran/31May16
3. Conclusion
 San Francisco has always been the symbol of the great
city of the west while New York was the great city of the
east.
 San Francisco might be anything to anyone. It might be
different to someone and may completely be different
brand in the eye of a visitor than the brand they are
selling. That in fact it is the diversity or the serendipity of
San Francisco that really is the key that gives the
individual leisure visitor some sense of ownership over
that experience. (Matt Stiker –CMO for City Pass in SF,
2011)
Nowadays, San
Francisco is a
world class
brand and ranks
the 5th/25 US
destinations
(2015).

15. 1. https://theseus.fi/bitstream/handle/10024/81322/Gauli_Rabin.pdf
?sequence=1
2. http://www.metrohotelsf.com/san-francisco-history.html
3. https://en.wikipedia.org/wiki/San_Francisco
4. http://www.slideshare.net/KeesvanhetHof/place-branding
References

16. Thank you! 