place branding details

2. Simone Carter
200937900
Gugulethu Mthombeni
200812653
Nonhlanhla Shilabye
200913229
Michelle Sidambe
200924965
Caragh Winterboer
200924077

3. THE BRIEF
1. Summary of collected data
2. Competitor analysis
3. Develop of Melville
strategies

4. • Importance Place branding
•Melville
• Competitor analysis
• Strategies to be implemented

5. What is place branding??
Creation & promotion of a place identity
= improve competitive position
1. Neighbourhoods
2. Cities
3. Regions
4. Countries

6. What the place is
actually like
Made up of parts:
• Historical background
• Distinct character

8. Places compete
with other places
for…
1. People
2. Resources
3. Business

9. 4 main reasons to brand a place:
1. Attract visitors
2. Attract business
3. Attract residents/employees
4. Enhance the attractiveness of exports

10. “any group or individual who can affect or is
affected by the achievement of the organisations
or places objectives” (Freeman, 1984:46)

12. “Perceptual identity formed directly or indirectly and collectively from others.
Salient characteristics, accomplishments, demonstrated behavior, intended
images over some period of (Ferris, 2003).

14. A is “a region or locality
whose inhabitants share certain
characteristics, values, mutual interests or
styles of living” (Barker, 1995:252)

17. Major themes party
Melville’s
history and
implications
1
Moving forward Diverse
5 2 perceptions of
the Bohemian
village
The deterioration of the Melville’s
aesthetic appeal of the 4 3 detrimental
greater Melville area narcotics and crime
infestation

18. Melville was regarded as the ‘place to be’ by
all…Superstars, students & residents in the 2000’s
Attractions ranged from restaurants to bars
The popularity led to chaos of an uncontrollable
nature

19. We all walk in the same
path...MELVILLE is:
Diverse
Trendy
Unique
An Entertainment Hub
Vibey
Casual
It caters for us ALL!!

20. Melville’s detrimental
narcotics & crime
Drug dealers led to
creating an unsafe
environment for all as the
wrong crowd corrupted the
sweet nature of Melville
&
Petty crimes assisted in
creating a new ‘bad boy’
image for Melville

21. DETERIORATION
OF AESTHETIC
APPEAL
Less Glam +
Homeless people +
Litter + Abandoned
buildings
Not so popular
Melville has
become the ugly
stepsister as
Parkhurst and
Greenside are
deemed Miss
Popularities

22. Moving Forward
“Don't dwell on what went wrong. Instead, focus on what to do next. Spend
your energies on moving forward toward finding the answer”
Denis
Waitley

23. CHANGE
Empowerment Renewal through new
Controlling the
through giving ideas and people who
situations at hand
direction and will influence the
through Sector Crime
guidance to those positive about
Forums
who need it Melville

27. “

29. Greenside

31. Desperate
housewives

38. McCann worldgroup way
FROM TRUTH TO TRANSFORMATION
• TRANSFORMATION
• NAKED TRUTH • TRUTHS FROM 5C’S • IDEA GENERATION
AL PATHWAY
OUTCOMES • TRANSFORMATIONA • TRANSFORMATIONA • IDEA EVALUATION
• EXPERIENCE
L GOAL L TRUTH
• TRANSFORMATION ARCHITECTURE
• TRANSFORMATIONA • TRANSFORMATION AL IDEA
• PERFORMANCE
L TARGET BRIEF
PLAN
38

39. ingredients of Our marketing solutions
1. GOAL • Our vision of how the brand needs to
change; and how we would measure
that change
2. TRUTH • The transformational truth that people
can believe in, that would inspire
change
3. IDEA • The platform idea that would energize
all aspects of the brand experience
4. PATHWAY • The journey of the idea that creates
transformation; and the business
outcomes along the way
39

40. Pathways (tactics)
• Consider all stakeholders in plans
(linking to the consideration of all stakeholder
voices)
• Thus, find a common ground for all
stakeholders
• All want Melville to be the best that it can be

42. Strategy
• Link to a model and the steps it includes
• Short and long term strategies