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1

    ,2   2012
“Branding is what happens while you’re busy
making other plans”
brand;
,
    ,                 »

«
    »

        ,       concept»
Marketing
http://www.marketingpower.com
,
,       branding.
;
...
brand,
brand
brand
brand
;
branding
           )
;
,
,       ;
        ;
;
,
,
Logo:              /
Identity:
Slogan / tagline / signature:
Brand attributes:
Brand image:
                         .
Brand equity:        ,
            ,
Brand purpose:               ,
Brand personality:
1.    Coca-Cola 71,861 ($m)
2.    IBM 69,905 ($m) 3
3.    Microsoft 59,087 ($m)
4.    Google 55,317 ($m)
5.    GE 42,808 ($m)
6.    McDonald's 35,593 ($m)
7.    Intel 35,217 ($m)
8.    Apple 33,492 ($m)
9.    Disney 29,018 ($m)
10.   Hewlett-Packard 28,479 ($m)

Source: www.interbrand.com / best global brands 2011
Source: www.interbrand.com
brands
brands;

                  ;
          ,

              ,

     ;
Brand elements                                                       Nation brand elements
       Brand name

       Brand identity                                                         ,                ,           ,       ,
                                                                          ,                   …

       Brand behaviour                                                                ,            ,           ,


       Differentiation elements
                                                                                  ,                    ,

       Brand narrative                                                    ,               ,

Source: Keith Dinnie: Nation Branding: Concepts, issues, Practices
,



,   ,


        ,
1.    Paris
2.    London
3.    Sydney
4.    New York
5.    Los Angeles
6.    Rome
7.    Washington D.C.
8.    Melbourne
9.    Vienna
10.   Tokyo
,   ,               ,




                                       :
,             ,                    ,

    nation / city brand
                       :
                                           .
;
75%
                     +4


 Leading Hotels of the World
,
                                      ),
    ,
                        ,
                ,            ,
,                           ,
                ,
                              ,
        ,           ,        &
            !
Plus

Business incentive trips

             spa


                   ,              ,
         /             )
»
             ,


brand,
online
               ,                ,
       ,               online

branding   ,       ,
online




         city branding
The people are the city
And the city is the people
              destination branding project

 facebook, twitter, blogs & forum
                                             town hall meetings

          ,                                                   ,
         ,
H




                          Unesco

           Unesco
    13.5
…                   1.3    !
,
    ,           ,
        &
            ,
,

                        ,
one –stop-shop
                 ,



            city marketing &
promotion
1992
,
    ,
,



             ,   :
     ;               ;
         ;




!)

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