The document analyzes Rome's brand and provides strategic suggestions. It summarizes Rome's strengths as its historical heritage, culture of la dolce vita, and passionate people. Weaknesses include being a dysfunctional city with inefficiency, crime, and a perception of being stuck in the past. The strategic perspective is to position Rome as molding the 21st century layer by working to combine its past magnificence with modern innovations, energies, and infrastructure projects. The proposed brand idea and communication plan aim to capitalize on Rome's uniqueness while addressing the demand for modernity.

1. City of Rome Brand Analysis & Strategic Suggestions Roma, 17 Dicembre 2008 Paola Sinisi

3. Introduction, Objectives

6. Methodology

8. Rome at a glance

9. Top-of-Mind Associations Source: Questionnaires sent through social networks If I say Rome, what is the first thing that comes to mind?

11. Strengths

13. Source: L’Internaute; AgoraVox.fr Rome: The eternal city The immortal city

14. Source: http://www.germatair.net/Seiten/Reiseberichte/Rom.htm, 2006; http://www.meine-staedtereise.com/gaeste/reisebericht-rom.html To us, Rome is by far the most beautiful city of Europe. Giant buildings like the Coliseum, the Spanish Steps, and the Vatican with St. Peter‘s Cathedral are of great impact and very suggestive.

16. The Taste of Rome : Oil, Gelato, Pizza Source: Le Figaro; Kahoku Shinpou/21/09/08; Shukan Touyou Keizai/ 26/07/08

17. Rome is simply Rome. People could not be more beautiful, more urban, more proud.You can see how they live the Dolce Vita and you can perceive it throughout the city itself. Source: http://www.myjourney.at/artikel.php?id=9, 2007

19. Source: Focus Extra n°35 Typically, the Roman is infinitely proud of its city but at the same time he is anarchic and indolent, imaginative and slightly eccentric. But above all, he knows how to be self ironic.

20. Source: Serie A Confidential; www.goal.com; The Guardian Despite the tensions between the supporters, the derby between the two Roman teams usually offers the best of Serie A: a match between modern gladiators. This is Italy, where the calmest of conversations looks like a row that can escalate in a raging debate.

22. Source: Partir The 6 senses of Rome Rome is like an optical illusion, it blends noise and silence, it makes your mouth water, it acts nice and makes fun of you. Romans seem to find their balance in living in between opposite poles.

23. Source: International Herald Tribune Cafebabel.co.uk The polarity between republic and empire, beauty and decay, order and tyranny, expression and silence. Tensions that found equilibrium in ancient Rome and still represent the foundations of culture. Rome is both loved and hated by Italians. The Northerners hate it a little more than they love it; Southerners love it a little more than they hate it. Rome is neither from the south nor from the north. It’s a global city.

24. Weaknesses

26. Rome is dirty too Source: El Pais; http://www.max.de/cityguide/city/rom/service,148390-2.html Rome deteriorates. The lack of conservation jeopardises the foundations of the Palatino and the monuments. Traffic is chaotic and public transportation is not reliable.

27. Source: rome-hotels.tripadviser.com; International Herald Tribune The place is literally soaked in booze and growing numbers of residents are fed up with what they see. There is a total lack of control Comparison between Rome and Paris: Paris tube is better. Paris is cleaner. Traffic in Rome is absurd: It’s like the Caribbeans but with 7 million people. Romans are more earthy, loud and chaotic. Fiumicino Airport is moder enough but is chaotic like a third world one.

28. Source: Travelintelligence.com; Escapeartist.com Watch out for taxi drivers who deliberately confuse ‘fifteen’ and ‘fifty’ and restaurants with menus written in 4 languages. My first impression of Rome: a lawless land, where anybody can make his own rules as long as it doesn’t attract the attention of occasionally alert police officer.

30. Source: ABC.es; Terra.es; As.com Rome does not manage to control violence and public disorder following sports matches.

31. Source: ElPais.com; International Herald Tribune Rome Setting of various demonstrations and public disorder that often turn violent

32. Source: International Herald Tribune; ABC.es; ElMundo.es Endemic petty crime: military forces called to town to try and stop the run towards first place in the most dangerous city ranking.

34. Beside Renzo Piano’s auditorium, it looks like only people have to right to evolve. All the rest seems frozen. Source: Partir; Cafebabel.co.uk Unlike other European cities, Rome is torn between the need to preserve its past and that of building its future.

35. Source: Reuters.com Polemics about the new proposals for modernisation: Rome risks becoming a supermarket for mass tourism. But the true barbarians are those who oppose to any form of innovation. The polemics generated by the advent of the first modern building in the centre of Rome.

36. Brand Key Elements 1. The beauty of history 2. The power of La Dolce Vita 3. Rome the Goliard 4. Beautiful & Damned 1. Disfunctional city 2. An Aggressive Character 3. Stuck in the Past + -

37. Rome: Strategic Perspective

40. Source: Ideat; Travelintellingence.com Long suffocated by the weight of its historical heritage, Rome now opens uo to contemporary architecture and even dares with the boldest names! The dusty Italian capital reinvents itself, challenges the polemics generated by this new modernity and finally faces the future. Deeply rooted in its past, yet always on the move. Te city’s architectural history reflects this tug-of-war between past and present.

41. Source: La Repubblica 9.12.08; TimesOnline Rome capital of the future: The labs of Cisterna developed the prototype of the first ecological sports car, with a modern soul and the roaring face of La Dolce Vita. Rewind Rome. ‘ Virtual reality’ show for a Disney-style Ancient Rome theme park. It combines archeological research with up-to-date technology.

43. Brand idea

44. Area of communication Work in progress The brand communication will not be over promising boasting about a hyper modern city. The aim is to communicate the change, the fervour, the livelihood . It is a commitment to work on energies that are universally acknowledged in order to get - as in its glorious past - at the front line of our times. Area of communication

45. Brand Idea WORK IN PROGRESS City of Rome Molding the layer of the XXI century. Area of communication