CITY BRANDING
Prof. Dr.İzzet Bozkurt
Content of the Presentation
• What is brand?
• How does a brand accour?
• Creation and management of the
national brand
• City brands
Brand Perception Management
"If a nation can not manage it’s own
national brand creattion, Someoneelse
probably can…
"If you can not positione your
brand, your opponents can position
you in a negative way "
The Simplest Definition Of Brand
Creation of a Unique idea or concept in
the consumer’s mind
What is Not Brand ?
• The brand is not a name, not a logo, not
a package, not a slogan.
• Brand is not an image.
• Brand is also not known, and to
be recognized.
What is Brand?
• Perceived brand value.
• Brand, residue left in people's minds.
• Brand, product and services to consumers or
potential consumers of the quality of the
relationship established.
• The brand mind share allocated to the minds of
consumers for products and services.
• Brand, the real force behind a product or service.
• Brand, are values ​which the differentiation of goods
and servicesthat are subject to change.
How Does A Brand Occur?
• First of all, brands, products or services that generate consumer.
• The real owners of the brands, customers and potential customers.
• Brand creation process, you say what you want, what they're
claimed, what they promised, and it does not matter what you
show.
• Brand names, people's beliefs, they saw, heard, or would like to
see their own experiences, is the sum of the values ​they want to
hear, and they want to believe.
• At the end of the day about the value of the targeted consumer
group or position your brand, its own personality, family,
environment, education, and you knowingly or unknowingly, until
then faxed to her own personal experiences and as a result of the
sum of all messages that you create.
Italy
Esthetics, dynamic, entertaining, emotional designs
Japan
Germany
Sweden
The culture of scandinavian, simplicity,modular
designers,flexibility
Minimalist stil, zen-budism, introversion, simplicity
Spain
Rational, functional, Durable, Permanent
Colorfulness, Combination of different cultures,
Accessible designs
Brand Positioning
Process
GOOD
RATIONAL
REASONS
NICE
UGLY
EMOTIONAL
REASONS
BAD
Marketing Communications Management
Consumer Purchase Decision Process
Marketing Mix
(Product / Service, Delivery, Price)
Marketing Comm.
Public Relations
Advertising
Fairs
Sales Promotion
Personal Selling
Direct Marketing
POP
Event Marketing
Need
Awareness
Research
Trial
Purchase
Satisfaction
Re-Purchase
Environmental, Political, Social and Economic Factors
National Brands Why It Matters?
• With globalization, the international trade structure has changed.
• Production and began to wander in a state capital knows no
boundaries.
• Brand in the national and local levels are worse with each
passing day began.
• Began searching for a safe and stable investment spots for
investors.
• Tourism and foreign capital began to move directly to the
national brand equity and reputation.
• Local and brands, success in international markets of
nodesneeded for the security of the country began to hear
the brand.
• Brand in each country directly influenced by the international
organization and began to take shape.
• In fact, the solution of international problems, even began to
play a key role in the reputation and brand value.
Basic Elements of a National Brand
The real value of a brand, it produces consistency
and power of the elements that make up her income.
Elements that make up a country's brand values​​:
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Political management skills,
The cultural background,
Its products, and economic development,
People living in that country,
Tourism,
International trade
TARGET…
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Creation of a Unique idea or concept in the consumer’s mind
It is hard to make the brand of a country as it would associate so mant
different dynamics in people’s minds concurrently. Becautse people don’t
like confusion.
It is always easier to imagine the cities alone rather than imagining the
countries. The reason for this is cities create more specific associations in
human minds.
Attitude of the city, the world culture for this city and its management are
all important.
The original factors of the city’s physical structure should be featured
The city need to have economic potential and must be adequate to
encourage investment.
It is hard to make the brand of a country as it would
associate so mant different dynamics in people’s minds
concurrently. Becautse people don’t like confusion.
But What About The Branding Of A City?
The presentation and image project constituted on
purpose of distinguishing a city with all its
characteristics and opportunities from the other cities
Paris= Romance
Milan= Style
New York= Energy
Washington= Power
Rio de Jenario= Entertainment
Brand City or Brand Country ?
• It is always easier to imagine the cities alone rather
than imagining the countries. The reason for this is
cities create more specific associations in human
minds.
How Is A City Become A Brand ?
Standing
Prerequisite
Position
City Brand
Society
Potential
Urban Lİfe
Standing
Attitude of the city, the world culture for this city
and its management are all important.
Position
• The original factors of the city’s physical structure
should be featured
Potential
• The city need to have economic potential and must
be adequate to encourage investment.
Urban Life
• Ambiance of the city must be welcoming and
attractive.
• The city has to provide memorable holidays, as well
as historical, cultural and social opportunities.
Society
• The major part of being a brand for a
city is also to share the society’s
language and culture easily.
• The respect that the local people show
towards different religions, beliefs and
hospitality facilitates the compliance of
the foreigners to that society.
Prerequisite
• The city must have international standarts on social
issues. (Accommodation, School, Hospital, Public
Transportation etc)
An example of a successful
city branding
Barcelona= Culture
Barcelona started to work of branding in the late of
1980’s and in line with this purpose barcelona very
well used 1992 olympics.
Such as logo, slogan, color, design brand tools has
been developed at that time
An Example Of a Successful
City Usage Of Logo
New York has won symapth of the whole
world with this logo. New York
welcomes 40 million toruists in a year
and revenue is 10.000.000.000 usd
Sponsors provide 4 billion additioanally to New
York!
Paris = Romance
Combined with physical beauty
and intellectual class, "City of Light" is
the best examples in the world.
‘‘The City of Lights”
Paris to hold “the city of lights” title make
the paris more enlightened.
.
Approximately 11.000 street lights
illuminates paris every night.
So Paris perform its promise for “the
city of lights.”
• Paris has many advantages for
regional marketing: Paris is close to
Europe, with an easy public
transportsation line both in and
outside the city.
An Example For Being Different in
Branding
Le Torre di Pisa – Pisa Tower
Tower was built in 1173 as a demonstration of power
and wealth of Pisa against to Venice and Genova.
It is not clearly known whether Pisa
Tower served its construction purpose
or not but it became the fundamental
element of tourism industry which
provided the Pisa citizens’ living for
years.
What Does Turkey Really Need to
Do?
When determining a strategy for a
national brand, we should coordinately
use the potential of Turkey’s cities
City branding will make an important
contribution Turkey’s image.
For example, no matter Formula 1, Champions League Final match,
Eurovision, Universiade 2005 organisations help for the
presentation of the city as well as the presentation of Turkey; they
cannot be regarded as branding practices of their own.
• Today, the cities stand out rather than the
countries and the cities determine credibility
of the countries (i.e. for Istanbul, the
Bosporus, and shish kebab; for Milano: city of
fashion; Cannes Film Festival).
• Results…
• Branding is a long term strategic task that
requires patience and investment. To become
a brand, it is necessary that we should be
aware of our differences or create new
differences in a way to open public view
correctly.
Results…..
• These cities have a great brand image
that has been established with a
consistent identity.
• This identity is completely outstanding
without need for an additional comment.
• These cities have a difference that is
never found elsewhere and they have an
open message which pertain to a city
brand. This is not a value that is created
artificially, but an actual value.
Results
• While the city becoming a brand, national and international
tourism agencies and tour operators should certainly support
this activity.
• These cities made their own branding in a way that people
would believe.
• Word of mouth marketing has a great impact on becoming a
brand with advertising, public relations and graphic design.
• These cities have a great brand image that has been established
with a consistent identity.
• This identity is completely outstanding without need for an
additional comment.
• These cities have a difference that is never found elsewhere and
they have an open message which pertain to a city brand. This
is not a value that is created artificially, but an actual value.
THANK YOU