You already know about product branding, now let’s discuss a whole new level about branding another object: City Branding. City Branding is the use of marketing techniques to give a city a unique identity in the minds of citizens, visitors, companies and investors.
As cities compete globally to attract tourism, investment and talent, as well as to achieve many other objectives, the concepts of brand strategy are increasingly adopted from the commercial world and applied in pursuit of urban development, regeneration and quality of life.
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8. THE ROLE OF CITY BRANDING
The basic capital of "City Branding":
+ Real Object
+ Unreal Object
9. THE ROLE OF CITY BRANDING
Case Studies 1
Hajj → Mecca
Religious Background (OTN)
Historic Buildings (ON)
10. THE ROLE OF CITY BRANDING
Case Studies 2
Kangaroo → Australia
Unique Fauna (ON)
11. THE ROLE OF CITY BRANDING
Case Studies 3
Kuta Beach → Bali
Natural Beauty (ON)
Unique Community Culture (OTN)
12. THE ROLE OF CITY BRANDING
Case Studies 4
Pyramids → Egypt
Historical Background (PTN)
Ancient Architecture (ON)
13. THE ROLE OF CITY BRANDING
Case Studies 5
Perfume & Fashion → Paris
Community Lifestyle (OTN)
14. THE ROLE OF CITY BRANDING
The basic capital of "City Branding":
+ Real Object (ON) can be held
+ Unreal Object (OTN) cannot be held
15. THE ROLE OF CITY BRANDING
The Importance of
“City Branding”
16. THE ROLE OF CITY BRANDING
If “City Branding” is managed properly,
it will show:
+ VALUE
+ INFLUENCE
17. THE ROLE OF CITY BRANDING
VALUE
+ City Foreign Exchange
+ Resident Income
+ Healthy Economic Turnover
+ Support the Whole Country
18. THE ROLE OF CITY BRANDING
INFLUENCE
+ Residents' Self-Esteem
+ Shared Pride
+ Be a Positive Example for Other Cities
/ Regions, Even for Countries
19. THE ROLE OF CITY BRANDING
The Goals of
“City Branding”
20. THE ROLE OF CITY BRANDING
Locals
+ Professional
+ Investors / Local Entrepreneurs
+ Officials & Government
+ Trained & Untrained Workers
+ etc.
21. THE ROLE OF CITY BRANDING
Newcomers
+ Business & Industry Entrants
+ Foreign Investor/Entrepreneur
+ Conference Participants, etc
+ Non-Business Entrant
+ Tourist
22. THE ROLE OF CITY BRANDING
Export
+ Export Potential Resources
+ Goods and services
+ Domestic 'export' market
+ International 'export' market
23. THE ROLE OF CITY BRANDING
Industry
+ Home Industry
+ Labor Intensive Heavy Industry
+ High-tech Industry
+ Service Industry
+ Businessman
24. THE ROLE OF CITY BRANDING
5 Steps of
“City Branding”
25. THE ROLE OF CITY BRANDING
STEP 1: Look for Potential
that already exists in your city.
Hajj → Mecca
Religious Background (OTN)
Historic Buildings (ON)
26. THE ROLE OF CITY BRANDING
From God + Historical Value. It's Been There For A Long Time.
Yogyakarta & Keraton & Borobudur
27. THE ROLE OF CITY BRANDING
From God + Historical Value. It's Been There For A Long Time.
A similar strategy is used by:
Italy & Vatican
28. THE ROLE OF CITY BRANDING
STEP 2: Create Potential
for your city, if needed.
Pyramids → Egypt
Historical Background (PTN)
Ancient Architecture (ON)
29. THE ROLE OF CITY BRANDING
Unique History & Architecture Created by Ancestors.
A similar strategy is used by:
China & Great Wall
30. THE ROLE OF CITY BRANDING
Pure Created by Humans.
For Example, Eiffel Tower & Fashion Event.
Similar Strategies Are Used By:
Singapore & Lion Statue
31. THE ROLE OF CITY BRANDING
Pure Created by Humans.
Looking for something different from other regional specialties.
A similar strategy is used by:
Japan & Sushi & Kimono & Sakura
32. THE ROLE OF CITY BRANDING
STEP 3: Develop a City Branding Strategy
In developing a City Branding strategy,
the objectives are to establish:
1. Time stages & targets
+ What target do you want to achieve?
+ In what period of time?
TIPS:
Set basic goals first.
Make timeframes efficient & reasonable.
2. Clear division & jobdesk
33. THE ROLE OF CITY BRANDING
In developing a City Branding strategy,
the objectives are to establish:
1. Time stages & targets
2. Clear division & jobdesk
+ To achieve the target, what divisions need to be formed?
+ What are the goals & duties of the division?
TIPS:
Avoid the accumulation of jobdesk and divisions
Engage “City Branding” goals
35. THE ROLE OF CITY BRANDING
STEP 5: Communicate Your City Branding!
Without communication, City Branding targets will not know,
let alone understand City Branding Strategy.
Without understanding, City Branding goals will not be able
to carry out your City Branding strategy and support you!
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lia s. Associates