City branding: the case studies of Copenhagen and Paris. What is the relation between branding and

1. CityCity brandingbranding

2.  substance + feeling
 reality + story
 truth + imagination
 fact + impression

3. “the deliberate actions taken to alter or
improve an image”
“creation of associations that are emotional,
mental, psychological, moving away from the
functional -rational character of marketing
interventions”
“various promotional campaigns and visual identity
tactics; creation of signature buildings as landmarks
for the city or the invention of new ways to integrate
existing landmarks in the promotion of the city,
staging of various types of events in the city”

4. Reasons to Engage in BrandingReasons to Engage in Branding
Correct an image
• Brand Expansion –images are positive but limited or
unhelpful
• Brand Enhancement –awareness is vague or generic –lack
of differentiation from competition
• Brand Revitalization –images are out of date and no
longer useful to support economic, political or
developmental goals
Improve an image
• Unjustified perceptions –refute or suppress (f.e. Bogota)
• Justified perceptions –contextualize or de-emphasize

5. Each city's score
across these six
dimensions is
succinctly captured in
the City Brand
Hexagon, a visual
rendering of the total
Index score.
I. Presence
II. Place
III.People
IV.Pre-requisites
V. Pulse
VI.Potential

6. Elements of a Brand StrategyElements of a Brand Strategy
Brand StrategiesBrand Strategies
must bemust be……
Creative
Ownable
Sharp
Motivating
Relevant
Elemental
Brands Must Be…Brands Must Be…
•Fair
•True
•Powerful
•Attractive
•Believable
•Genuinely useful to
economic,
political and social aims
•Honestly reflecting the
spirit, genius and will of
the people

7. COPENHAGENCOPENHAGEN

8. Little mermaid:
old branding of the city,
disappointing for many tourists
Repositioning of Stockholm as the capital of Scandinavia
REBRANDING of Copenhagen crucial!!!
 Need for a humanistic philosophy/branding

9. OPEN Copenhagen is the official city brand
of Copenhagen

10. *Flexible brand that can easily be adapted
to individual campaigns
*It gathers all the good arguments about
Copenhagen
*Grants foundation to an enveloping
profile and a common marketing platform

11. Not simple “OPEN for
You” but also “OPEN for
Tourists, Business,
Investments, Events,
Experiences, Alternatives”
etc.
“A logo can connect
people with the brand
and the brand with the
people”

12. Company Overview
a non profit organization,
established in 2009 by Wonderful Copenhagen and
Copenhagen Capacity.
comprised of 22 member companies with a board that includes
the founding companies as well as Microsoft, Copenhagen
Airport, The Municipality of Copenhagen( sponsors??!!)

13. C HAGENC HAGEN on facebookon facebookOPEN

14. *Facebook page’ s goal: to tell the good stories of the open
Copenhagen in order to reinforce the capitals image and growth on
a national and global level.
* As a following effect the page will also work on increasing the
recognition of Copenhagen's city brand and the value of OPEN.
* It is also relevant to put focus on bigger branding and co-branding
stories that are relevant for Copenhagen and Denmark
C HAGENC HAGEN on facebookon facebookOPEN

16. **OPEN Copenhagen is a new
shared city brand for
Copenhagen.
* Copenhagen is the only capital city
with a value-based city brand
*Everyone who lives in Copenhagen
knows that the city is a very special
place, but not all of its visitors,
tourists and international business
people.
””It is a really goodIt is a really good
brand. We are open,brand. We are open,
and with opennessand with openness
you can accomplishyou can accomplish
incredible things.”incredible things.”

17. With the new brand we can show the world that
Copenhagen is a capital with many possibilities which
is always open to new input, new ideas and new
thoughts.
Bjarke Ingels, Founding Partner BIG
!!Copenhagen recently ranked 12th in a branding
list of 88 of the world’s other capitals.
(source: Reputation Institute)

19. PARIS – The city of lightsPARIS – The city of lights

21. EmblematicEmblematic
ArchitectureArchitecture
Supports City’s pictorial
acknowledgement

22. City of Romance and IntrigueCity of Romance and Intrigue
City of LightsCity of Lights
Due to:
1) the vibrant
atmosphere of
culture. (famous
Museums, Galleries,
Monuments etc)
2) the conceptual
connection with
Enlightenment
Paris…Paris…
alongside Madrid and
Barcelona is among the
world’s best-rated cities for
aesthetic,
climate and
entertainment credentials,
with
valuable reputations for flair
and a strong public realm.

24. 1.1. PresencePresence (knowledge of city(knowledge of city
and perception of its globaland perception of its global
contribution)contribution)
2.2. PlacePlace (cleanliness, aesthetic(cleanliness, aesthetic
qualities and climate)qualities and climate)
3.3. Pre-requisitesPre-requisites (affordable(affordable
accommodations and quality ofaccommodations and quality of
public amenitiespublic amenities
4.4. PeoplePeople (friendliness, personal(friendliness, personal
encounters and cultural diversity)encounters and cultural diversity)
5.5. PulsePulse (interesting events,(interesting events,
activities and lifestyles) andactivities and lifestyles) and
6.6. PotentialPotential (to go to school)(to go to school)
Paris Tops Ranking in Global City Image Study; GfK
Roper Public Affairs & Media and Simon Anholt Release
2009 City Brands Index:
Paris ranks:Paris ranks:
•3rd at the Presence Brand3rd at the Presence Brand
RankingRanking
•3rd at the Place Brand3rd at the Place Brand
RankingRanking
•1st at the Pulse Brand1st at the Pulse Brand
RankingRanking

25. Strong BrandStrong Brand
Logo IndustryLogo Industry

26. Paris brandParis brand >> France BrandFrance Brand

27. Paris' brand strength : actually exceeds what its asset strength
would suggest it ‘deserves’.
 SO… Brand is better than its assets would predict (even if the
assets are strong) meaning it sells a story above and beyond
an actual urban experience
Safron consultants estimates Paris' brand strength at 111%.Safron consultants estimates Paris' brand strength at 111%.
Paris’ distinctive sense of place is
earned from its wide boulevards.
Paris has a strong
conversational valueeven
though it lacks of remote
exoticity, people and visitors will
always have their own Paris
stories to share.

28. Cinema was charmed by ParisCinema was charmed by Paris
“Our love is here to stay”
“Paris is like love”

30. According to the The European City Brand
Barometer Paris rankins are:
Brand strength 1st (89 points, average 60)
Asset strength 1st (99 points, average 59)
Brand utilisation 5th (111%, average 91%)
One of the most prominent
destinations in the world for
both leisure and business
tourism. Despite declines in
hotel overnights
during the global economic
crisis, Paris’s overall
performance
remained relatively strong,
and 2010 represented a good
year in terms of recovery
after the crisis.

31. Infrastructures, public art spaces,
monuments and events are the
tangible assets of cities that will
proclaim city strength.
A strong image is: A picture of
couples kissing with the Eiffel Tower
background portray romantic image
of Paris.

32. StrongStrong Branding (Saffron Research)Branding (Saffron Research)
According to citizens answers depends on the most desirable
attributes of a city:
Culture (Sightseeing and historical attractions)
Cuisine and restaurants
Good shopping
Amenity
 Particularly low cost
 Good weather
Ease of getting around
on foot or by public transport

33. Paris Brand scores atParis Brand scores at 3 factors3 factors
Culture- Gastronomy- ShoppingCulture- Gastronomy- Shopping

34. Paris “World of Haute Couture”Paris “World of Haute Couture”

36. Thank you for your
attention!
We welcome your suggestions,
questions and comments.
Κατσιάπη Ξανθή
Μυτιληναίου Άννα
Ξανθοπούλου Ζωή
Τζιούμαρης Γιώργος
Πάλλη Έφη