Re branding the city changing the image of places and spaces
Download
1 / 45

Re-branding the city: changing the image of places and spaces - PowerPoint PPT Presentation


  • 189 Views
  • Uploaded on

School of Geography FACULTY OF ENVIRONMENT. Re-branding the city: changing the image of places and spaces. Rachael Unsworth. Outline. What is a ‘brand’? Why brand a place? Types and examples Process and problems The case of Marketing Leeds. Brand.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Re-branding the city: changing the image of places and spaces' - dustin-casey


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Re branding the city changing the image of places and spaces

School of Geography

FACULTY OF ENVIRONMENT

Re-branding the city: changing the image of places and spaces

Rachael Unsworth


Outline
Outline

  • What is a ‘brand’?

  • Why brand a place?

  • Types and examples

  • Process and problems

  • The case of Marketing Leeds



Product differentiation superior quality
Product differentiation - superior quality

First English registered trademark 1876

Édouard Manet, A Bar at the Folies-Bergère, 1882Courtauld Institute of Art Gallery, London



Brand and image
Brand and image

Not just name, logo, website, brochure

‘Something that exists in the collective mind of the consumer’

FT article 2002


Why create a brand image for a city or re brand a city
Why create a brand image for a city or re-brand a city?

creates/changes awareness + creates/builds consumer demand for a product in an increasingly competitive market place


“Competition among cities is like riding a bicycle: if you don’t pedal, you’ll fall off.

However, globalization is making us increasingly uniform, so we must construct and promote our difference in order to continue existing”

Mirón, Urban Land Institute


Place marketing
Place marketing don’t pedal, you’ll fall off.

  • Assert individuality in pursuit of various economic, political or socio-psychological objectives

  • Need to attract inward investment, visitors, high skilled workers, promising students

  • Shape place identity and promote to specific markets

    Kavaratzis M. and Ashworth, G.J. (2005) City branding: an effective assertion of identity or a transitory marketing trick?


Major assumptions
Major assumptions don’t pedal, you’ll fall off.

  • Places can be treated as spatially extended products

    and

  • Places are in competition in a way that is similar to competition between companies and products


Types of branding re branding
Types of branding/re-branding don’t pedal, you’ll fall off.

  • Structural re-branding/re-positioning; re-branding using events/'year of …......' ; slogans

  • Creating a new image for a place that is transformed or wants to be transformed – pulling out its best assets and qualities, what makes it special


Process of creating a place brand workshop at core cities conference 2007
Process of creating a place brand: don’t pedal, you’ll fall off. workshop at Core Cities conference 2007

  • Identify visual, verbal, experiential elements of places to communicate

  • What are the main (3?) things that you want people to know about your place?

  • Develop message and consider how to put it across to different audiences – internal and external. Forge associations between place and (potential) consumers


Brand identity how the owners want the brand to be perceived
BRAND IDENTITY don’t pedal, you’ll fall off. How the owners want the brand to be perceived

BRAND POSITIONING

The part of the value proposition communicated to a target group that demonstrates

BRAND IMAGE

How the brand is perceived

Kavaratzis M. and Ashworth, G.J. (2005) p.508


Examples of slogans
Examples of slogans don’t pedal, you’ll fall off.

  • ‘B in Birmingham’, ‘Birmingham: Europe's Youngest City’, or ‘Birmingham, The Global City With The Local Heart’ Oct 2007: announced new exercise

  • ‘Glasgow’s miles better’

  • Kingston-upon-Hull: 'The pioneering city'

  • 'Uniquely Manchester'

  • Edinburgh: ‘Inspiring city’

  • Nottingham: ‘Our Style is Legendary’ changed to


Problems with place branding
Problems with place branding? don’t pedal, you’ll fall off.

  • Can cities be treated like products?

  • Do cities compete in the same way as products?

  • Do messages ring true?

  • Can everywhere be ‘world class’?


The Work Foundation don’t pedal, you’ll fall off. : specialisms and characteristics of individual places can help cities build and sustain a distinctive identity

argues for 3 conceptions of distinctiveness: functional, physical and intangible

warns against flashy iconic developments or image campaigns not based on an underlying reality

http://www.theworkfoundation.com/Assets/PDFs/distinctiveness_final.pdf


Positive images of the city – don’t pedal, you’ll fall off. heritage, up-market, new facilities, public realm, waterfront, sunshine


Unlikely to feature in marketing campaigns? don’t pedal, you’ll fall off.

Ordinary scenes, social divide, dereliction, abandonment, rain


The case of leeds
The case of Leeds don’t pedal, you’ll fall off.

  • Identifying a need for re-branding

  • The Vision for Leeds – strategic aim to ‘go up a league’

  • Marketing Leeds – troubled conception, birth and early years; growing stronger?


The need for re branding
The need for re-branding don’t pedal, you’ll fall off.

  • Old-fashioned imagery associated with the city

  • Low recognition outside the city

    Brahm report 2003

  • Not making the most of its strengths


Vision for leeds 2004 strategic aim of leeds going up a league
Vision for Leeds 2004 don’t pedal, you’ll fall off. Strategic aim of Leeds: ‘Going up a league’

  • Appropriate aspiration?

    • are cities like football teams?

    • does the urban hierarchy work like ‘leagues’?

  • Leeds United sank down the rankings just as Leeds adopted this metaphor


‘If you don’t work to go up a league, you will end up going down one’

Senior Planner from Gothenburg,

Vision for Leeds workshop, July 2002


Survey identity of city
Survey: identity of city going down one’

An Agency Called England asked:

‘If Leeds was a person, what sort of person would it be?’

Response:

A young male, friendly, your best friend, a really nice person to know, an ambitious person, living in a trendy apartment, driving a VW Golf GTi


Divisive process of selecting brand concept from consultants
Divisive process of selecting brand concept from consultants going down one’

  • Made in Leeds v. Leeds Live It Love It

    Thompson Design v. An Agency Called England

  • Key stakeholders unwilling to support ‘Made in Leeds’


Marketing leeds as arm s length company
Marketing Leeds as ‘arm’s length’ company going down one’

  • Seen as separate from Leeds City Council

  • Needed to attract private funding

  • Greater flexibility in operation


Launch of
Launch of going down one’

  • 26 Sept 2005

  • Victoria Quarter – champagne party

  • Introduced brand image and slogan

  • Film of famous Leeds people saying what they like about their home city


Celebrity presenters
Celebrity presenters going down one’

Chris Moyles & Gabby Logan


Control imagery – a single message from all in the city going down one’Within this, vary content according to audience

Brand image



Row over second hand city slogan
Row over second-hand city slogan going down one’

A new slogan aimed at boosting the global image of Leeds is the same as one used in a 2003 campaign in Hong Kong

http://news.bbc.co.uk/1/hi/england/west_yorkshire/4319162.stm


After the party
After the party … going down one’

Chief Executive sacked

Debbie Green brought in



Sub brands
Sub-brands going down one’


Marketing leeds plan 2008
Marketing Leeds plan 2008 going down one’

Key Issues

  • Raise profile of Leeds on national stage

  • Promote a strong business image

  • Promote the cultural offer

  • Position Leeds on the international stage - and co-ordinate, not duplicate!


Marketing leeds plan 20081
Marketing Leeds plan 2008 going down one’

Supporting current events and activities

Thought Leadership – Technical

  • Yorkshire Women in Business

  • Leeds Business Week

  • National high-profile Financial Services event

  • support for partners’ international activities

  • FT business supplement

    Thought Leadership – Social Networking

  • Quarterly meeting with business and lifestyle champions

  • Networking events for business leaders

    Thought Leadership – ‘The Business’ Series – Leeds as a centre of innovation:

  • Business of Culture, Environment, Financial Services, Security and Protection, Innovation, Sport



Brand extension? going down one’

Subversion?


Work on improving the offer and promotion will look after itself
Work on improving the offer and promotion will look after itself?

  • infrastructure

  • public realm

  • quality of built environment

  • cultural activities and institutions

  • skills

  • social cohesion

  • crime reduction


Resilient places with resilient populations

Buildings, infrastructure, services: itself?

minimal costs in use – efficient, low maintenance

cope with heat, cold, excess water or drought

flexible: long life, loose fit

dispersed services

improved connectivity – transport & remote

effective, multi-purpose green infrastructure

People – households, institutions, communities, businesses:

adjusted expectations

forward thinking + contingency plans

genuine community involvement & neighbourliness

mixed use & diversity as a strength

creativity and innovation valued

appropriate use of technology

enhanced cultural activities

Resilient places with resilient populations

Attractive, adaptable, well-connected places where people can enjoy high levels of well-being, make minimal impact on the environment and suffer minimal threat to their safety, security and comfort


References
REFERENCES itself?

Ashworth , G.J. and Voogd, H. (1990), Selling the City: Marketing Approaches in Public Sector Urban Planning, London: Belhaven Press.

Boyle, M. and Rogerson, R.J. (2001) Power, discourse and city trajectories, in Paddison, R. (ed.) Handbook of Urban Studies, London: Sage, pp.402-416.

Florian, B. (2002) The City as a Brand: Orchestrating a Unique Experience. In: T. Hauben, M.

Vermeulen & V. Patteeuw, City Branding: Image Building and Building Images. Rotterdam: NAI Uitgevers.

Gold, J.R. & Ward, S.V., eds. (1994), Place promotion: the use of publicity and marketing to sell towns and regions. Chichester: John Wiley and Sons.

Hankinson, G.A. and Cowking, P. (1995) ‘What do you really mean by a brand?’ Journal of Brand Management, 3(1), pp.43-50.

Hankinson, G.A. (2001), Location branding: a study of the branding practices of 12 English cities.

Journal of Brand Management 9, pp.127–142.

Hauben, T., Vermeulen, M. & Patteeuw, V. (2002), City Branding: Image Building and Building Images.

Rotterdam: NAI Uitgevers.

Kavaratzis, M. (2004), From City Marketing to City Branding: Towards a Theoretical Framework for

Developing City Brands. Journal of Place Branding 1, pp. 58–73.

Kavaratzis, M. and Ashworth, G.J. (2005)City branding: an effective assertion of identity or a transitory marketing trick? Tijdschrift voor Economische en Sociale Geografie, 96(5), pp. 506–514.

Kearns, G. and Philo, C. eds. (1993), Selling Places, Oxford: Pergamon Press.

Scott, N. (2005) ‘Brand loyalty’, Yorkshire Evening Post: Marketing Leeds Special Supplement, 27 September.

Trueman, M., Klemm, M. and Giroud, A. (2004), Can a city communicate? Bradford as a corporate

brand. Corporate Communications: An International Journal 9, pp.317–330.

Urwin, C. (2006) Urban myth: why cities don’t compete, Discussion Paper no. 5, Centre for Cities, London.

Ward, S.V. (1998), Selling places: the marketing and promotion of towns and cities 1850–2000. London: E & FN Spon.


ad