Dr. Keith Dinnie presentation on Moscow Business Success Forum by OPORA RUSSIA. Publication on this channel is approved by Dr. Keith Dinnie. More information about Keith visit to Moscow: Подробности: http://citybranding.ru/brending-goroda-identichnost-vovlechenie-kommertsializatsiya-itogi-wcf-davos-moscow/

1. Keith Dinnie, PhD
Head of Destination Branding Group
Breda University of Applied Sciences, Netherlands

2. Branding nations, cities, and regions
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3.  Complexity of city brands
 Wide range of stakeholders
 A spectrum of fundamentally different target
audiences
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4. 1. Sustainability of the city brand
a) Adequate budget allocation
b) Long term commitment
c) Specific objectives
2. Sustainability of the city itself
a) Creating new green spaces within urban
environments
b) Roof gardens, vertical gardens, rivers and urban
bays
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5.  Clarifying identity and image
 Importance of tangible evidence
 Hosting events
 Partnership working
 Creativity, innovation and boldness
 Repositioning the city brand
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6.  Domestic and international markets
 Internationally, Russian cities can offer
something new and exciting to potential
audiences
 Little existing awareness of cities except
Moscow, Saint Petersburg and more recently
Sochi (Winter Olympics)
 Architecture, cuisine, cultural events
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7.  A brand partnership should be taken
seriously as the main body that is tasked with
developing, implementing and managing the
brand of an area, a city, a region or a country
 When this is the case, it is essential that the
partnership is effective and does not waste
time infighting with other institutions or
plastering the city with logos or slogans
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8.  Inclusive and representative
 Long term commitment
 Shared vision
 Trusting each other
 Communicate progress and achievements
 Willingness to evaluate impact and
effectiveness
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9.  Destination Edinburgh Marketing Alliance
(DEMA), a multi-stakeholder organisation
 Edinburgh ‘Inspiring Capital’ Brand launched
May 2005
 £1.8m invested in Brand over five year period
2003 to 2008
 Promoting Edinburgh globally as a place to
visit, invest, live, work and study
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11. Visit Invest
•The world’s greatest stage for the world’s •A global financial centre
greatest festival
•Knowledge & R&D = innovation capital
•Boutique city – high class, independent,
•‘In good company’ (with the world’s most
human scale
successful companies)
•You’ll never have the same experience twice
•Creative, competitive, & connected
•Real, authentic people and place
• A skilled - talented workforce
Live & Work Study
•A dynamic career in one of the most liveable •World class academic pedigree
cities in the world
•Graduate job opportunities in a diverse
•An active city embracing world class knowledge economy
heritage, culture and sport
•Vibrant, friendly student life
•Compact and cosmopolitan
•Compact and accessible
•Full of green spaces and with easy reach of
•Culturally diverse
countryside
•A place to love and raise your family
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12.  ‘Knowing our customers’ - market intelligence
 Maximisation of digital platforms for building
customer database, relationships and
communication
 Leading destination promotional messaging and
cross-selling
 Building effective collaboration, facilitating and
co-ordinating
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13.  Selection process for citizen ambassador
programmes: Who should be invited to participate?
How to reach those individuals?
 Role specification for citizen ambassadors: What
should the citizen ambassadors be asked to do?
What interaction should occur between the citizen
ambassadors and the campaign organisers?
 Evaluating the effectiveness of citizen brand
ambassador programmes: What metrics could be
appropriate?
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14.  Citizens have been directly involved as brand
ambassadors
 People from Berlin are encouraged to
contribute their own personal story of Berlin,
as a ‘City of Change’, and to become
ambassadors for the city
 At the centre of the campaign is a large
online portal, www.sei.berlin.de
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16.  All participants had to submit a story to Berlin
Partner GmbH in which they demonstrated how
they had changed Berlin in one way or another
 The stories can be accessed and evaluated through
the online portal
 Although this network allows consumers to engage
with the branding campaign, it does not serve as a
means for internal interaction or communication
within the ambassador network
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17.  Lack of focus
◦ Few brands can be truly global; targeting of specific
markets is required
 Unhealthy obsession with logos and slogans
◦ A city brand is more than simply its visual design
 Failure to collaborate
◦ Different departments, organisations, and
individuals work isolated from each other
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18.  Limited insight
◦ Little or no research conducted into understanding
the target audience
 Internal rather than external focus
◦ Excessive attention given to the city’s attributes and
not enough attention given to the values and beliefs
of target audiences
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19.  Russian city brands should avoid making the
same mistakes as cities in the West
 Put less emphasis on logos and slogans
 Put more emphasis on quality of life, visitor
experience, stakeholder collaboration, and
targeted communications
 Establish customized, flexible metrics to
evaluate what works and what doesn’t
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20. THANK YOU
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