2. Nascent Moscow
МОСКВА
• Capital of the USSR and since 1991 the Russian Federation
• Population of 11,514,330 inhabitants
• Industrial Center of Russia
• The name of the city derives from the river Moskva
• The first reference to Russian history for the city dates back to 1147
• As the capital and administrative center is the most important transportation hub. Has four airports.
http://www.youtube.com/watch?feature=player_embedded&v=XDdfMQ6zsdQ#t=0s
3. Branding : A New Idea
• 2006-2008: the municipal authorities of the city designed
an integrated program to enhance the international
prestige of Moscow
• Main objectives:
• eliminate the negative biases based and lack of objective
data.
The main axes of action announced:
- Public Diplomacy in favor of Moscow within the country
and internationally mainly
- Extensive use of the Internet
- Promotion of Russian science, culture and sport
- Increase the attractiveness of investment in the city
-Create image of Moscow as a city for tourism
4. Reasons for Branding
A shift from "a wild country
with oil, vodka and a lot of
money" to a modern city
Building Confidence
carrying out international
projects
5. Basic Guidelines for the Development
of Moscow until 2025
• Resolution : creating an international center of financial
services strong branding of Moscow as a financial center
• Concept for international relations in the capital
branding of Moscow as a symbol of national success in
the 21st century
• Concept development of external economic relations
Moscow-city open to cooperation
• Resolution program for tourism development Moscow -
a safe and comfortable place for tourists
• Concept : development of conference activities to 2015
branding of Moscow as the largest international congress
center
6. Private Initiative
•“Perestroika-restructuring” Program: to develop a vision of branding and
logo for Moscow
( conducted by online newspaper «The Village»)
• “City - worthy of beauty” advertising campaign : News Outdoor supported
by the studios Wowhouse
•Biennale of Contemporary Art - a series of exhibitions and installations of
contemporary art.
8. SMALL BUT USEFUL STEPS TO
IMPROVE MOSCOW’S IMAGE
THE NEW TOURIST GUIDES THAT BRANDS
MOSCOW AS A TOURIST DESTINATION FOR
FAMILIES AND YOUTH
PARTICIPATION OF THE CREATIVE CLASS TO BRANDING
INITIATIVES OF VOLUNTEERS
THE OFFICIAL INTEREST FOR THE RANKING OF THE CITY
DESIGNATION OF ROADS AND SIGNS AND THE ENGLISH LANGUAGE
9. BRANDING THROUGHT EDUCATION
CULTURE & SPORTS
The reputation of the Moscow University, the Moscow International Film Festival, Musical competitions, International tennis tournaments -
Kremlin Cup, the Bolshoi theater, all contribute and promote Moscow as an international cultural center
10. The unique & distinctive characteristics that
make Moscow recognizable
BUT under consideration
• City of wealth, luxury, large business opportunities and employment
• City of greatness, where everything is big and impressive, the capital of a great
country and of a rich history
• Long-term peaceful coexistence of many nationalities, religions and cultures
• City'' bridge'' between East and West
• City of possible experiences, speed, city of variety and-why not-and of beautiful
women!
The real problems to be solved
transport, lack of balance between quality of
life and level of economic development,
corruption, crime, housing, poor ecology.
11.
12. Discriminated for:
The Saffron European City Brand Barometer:
5th place for the power of its brand name,
7th for the power of actual data and
9th for the use of its brand name
Globalization and World Cities Research
Network :
Rome category Beta + among global cities
the 28 most important global city
2008 9th of the most powerful Brand names
worldwide
13.
14. Branding cell
Connecting Rome with its religious character
and inseparable from the history of the Catholic religion.
Highlights the intense architectural
activity through the creation of modern buildings
Projection of Rome’s cultural tradition in
architecture, painting and gastronomy tradition of the city. Le Pagine di Roma electronic platform
(www.comune.roma.it.)
helps people stay aware of cultural issues: cultural events,
major events of all kinds, governance issues, traffic
conditions of cities through messages at mobile phones
Italian government legislative measures :
to reduce the bureaucratic process, and to raise the financial
support for start-ups.
Auditorium Parco Della Musica
15. 110th anniversary of the Harley :
A fortnight tour of Italy.
Rome: the participants will stay for three days, where there
will be events such as marches in the city with visits to key
historical sites, including the Vatican, the ancient city and
the port of Ostia.
The most important music festival in Italy with the
participation of some of the greatest bands in the world rock
scene.
For 2013 it is estimated that 300,000 spectators will attend;
concerts of artists who laid the foundations of the genre but
also new artists of the contemporary music scene.
17. Key facts
Istanbul Province
Geographical area:
5,313 sq. km
Total population:
13,624,240
Percentage of total
national population
living in the city: 18.2%
Education level –
percentage with
degree level or higher:
9.2%
GDP per capita in 2008
(PPP): US$13,359
Percentage creative
industries
employment: N/A
http://www.worldcitie
sculturereport.com/cit
ies/istanbul
•the pilot city for Turkey
•Knowledge City
•the Olympic Games 2020
City verbal Logos
a
‘’Eiffel Tower has been identified with Paris, San Marco Square with Venice, Topkapı Palace
and the Mosques of Sinan with Istanbul. The Colosseum of Rome, Acropolis of Athens, Red
Square of Moscow, Pyramids of Cairo have all become symbols each. One cannot think of
New York without the Statue of Liberty or Istanbul without the mention of its unique
silhouette’’(Kadir Topbaş, Mayor of Istanbul Metropolitan Municipality)
Istanbul the largest city in Turkey, forming
The city of culture
’’Istanbul love of continents’’
18. Istanbul as World City: Different Periods
Istanbul as a
trade colony
7th Century
BC
Between
1st and
Early 20th
Century
Istanbul as imperial capital of
Byzantine
and Ottoman Empire
Early 1980s
Istanbul as economic and
cultural capital of Turkish
Republic
Istanbul as
world city
1990s
Istanbul as an
emerging Knowledge
city?
21st
Century
ISTANBUL
Source: Yenen (1993); GAWC(2000)
Dr Koray Velibeyoglu & Dr Tan Yigitcanlar: ‘’A quest for knowledge-
based (urban) development: knowledge assets and networks of
Istanbul, Turkey “
19. Source:Dr Koray Velibeyoglu & Dr Tan Yigitcanlar: ‘’A quest for knowledge-based
(urban) development: knowledge assets and networks of Istanbul, Turkey “
A quest for
knowledge-based
urban development
20. 2013 Istanbul, Turkey
•a Knowledge Metropolis
•a regional hub for activities like finance, logistics, tourism and culture for the Balkans, the Black Sea region,
the Central Asian Turk republics, and the Middle East.
•focuses on three main economic fields: (1) finance and services; (2) logistics; and (3) tourism and culture.
•3rd International Symposium on Knowl edge Ci t i es
17-19 November 2008 Istanbul – Turkey
•Universitiesperform the role of ‘local knowledge hubs’ bringing global knowledge into the region.
•knowledge clusters and technology hotspots in Istanbul:
Maslak-Taksim Axis: big media conglomerates and ICT firms in new business centre
Kadikoy-Pendik Axis: ICT-based services in the Asian side of Istanbul
•Istanbul Inventory of Cultural Heritage and Cultural Economy Compendium Project
21. Istanbul ceremony honors real 'forest heroes’
the world community in Istanbulto focus on some of the pressing issues at stake to
secure healthy forests worldwide
UPHOLDS
TURKEY’S GREEN GOALS
to become
environmental
Leader
for
young people
around the world
A CLEANER ESTHETIC LIVABLE
GLOBAL CITY
Climate
Clean energy
Education and engagement
Public access and clean water
Planting of one million trees for
the 9th UN Forum on Forests..
22. smart grid technologies+ financing mechanisms
Ministry of Science, Industry and Technology &
The Directorate General for Metrology and Standardization
↓
Istanbul hosts “International Istanbul Smart Grid Congress and
Exhibition” 9th – 10th May, 2013
↓
Companies operating –
representatives from concerning public corporations, international metrology and
standardization establishments,
international smart grid associations, electricity-
water and gas meter producing companies,
importer companies, electricity and natural gas distribution companies,
organized industrial zones, municipalities, conformity assessment bodies, automation
companies, examination, testing and calibration corporations, R&D companies, energy
production/transmission/distribution companies, GSM operators, smart building companies
and software companies.
23. Tourism
•sector of tourism at a time of economic recession across Europe.
• According the data, 2/3 tourists came to Turkey between Oct. 2012 and March 2013 visited Istanbul
•838,201 tourists visited İstanbul in the first three months of 2013
•23,8% increase to 2012
•9.5 million in 2012
•expected to spend at least $11 billion this year contrary to NY($21.1 billion) and London ($19.4 billion)
..Not offering all the possibilities that Istanbul has to the same individual
..Produce different kinds of products to different segments..
24. “We are developing the Golden Horn as a valley of culture, Cendere as a replica of silicon
valley and Harbiye as a congress valley. These projects will add value to the esthetics,
culture and social life in the city.” Mayor Topbaş: The Brand Value of Istanbul Has Risen
Boost of Society
25.
26. Logo a beneficial visual tool
‘’The most inspiring city in the world’’..Istanbul is a Muse
a Muse that inspires→a ‘’timeless city’’←a capital city of various empires
‘’Being Middle Eastern and European at the same time’’
589 events.. reflect the whole theme and
indicate the ideology lying behind-visual
arts, theater, music, film documentary
animation, traditional arts, urban culture,
education, literature, cultural heritage,
urban implementations, maritime and
water sports
A city brand is a promise of value..
differentiation-
attract foreign
investments –
reflect
Europeanness
a historical character
a creative atmosphere..
cultural and
artistic center
of attraction
27. BRIDGE TO A NEW CULTURE: Istanbul 2020
will provide an iconic setting and a unique
experience for a Games that captivates the
world
BRIDGE TO EXCELLENCE: Istanbul has matched
a 20-year desire with commitment and
capacity: now the city is ready to deliver a
Games founded on technical excellence
BRIDGE TO A HISTORIC IMPACT: Istanbul 2020
will have profound and immediate impacts for
Turkey, the region and the entire Olympic
Movement
28. İstanbul deserves to host the 2020 Olympics
core values
of the
Olympics
respect
excellence
and
friendship
29. •To add a new dimension and depth to the greatest sporting event in the world
•As one of the most ancient global cities
•The Ministry of Youth and Sports -the National Olympic Committee of Turkey (TMOK)-
the mayor and governor of İstanbul - the largest Turkish companies in cooperation.
32. Researching ; studying and determining the dynamic of the city
(strengths and weaknesses)
Structure through a strategic plan
Cooperation with authorities and coordination with all city actors
Resident Involvement
FEATURES: Culture, Economy, Knowledge, Technologies, Architecture
