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.
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School of Geography
FACULTY OF ENVIRONMENT
Re-branding the city: changing the image of places and spaces
First English registered trademark 1876
Édouard Manet, A Bar at the Folies-Bergère, 1882Courtauld Institute of Art Gallery, London
Not just name, logo, website, brochure
‘Something that exists in the collective mind of the consumer’
FT article 2002
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
Kavaratzis M. and Ashworth, G.J. (2005) City branding: an effective assertion of identity or a transitory marketing trick?
The part of the value proposition communicated to a target group that demonstrates
How the brand is perceived
Kavaratzis M. and Ashworth, G.J. (2005) p.508
The Work Foundation: 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
Positive images of the city – heritage, up-market, new facilities, public realm, waterfront, sunshine
Unlikely to feature in marketing campaigns?
Ordinary scenes, social divide, dereliction, abandonment, rain
Brahm report 2003
‘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
An Agency Called England asked:
‘If Leeds was a person, what sort of person would it be?’
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
Thompson Design v. An Agency Called England
Chris Moyles & Gabby Logan
A new slogan aimed at boosting the global image of Leeds is the same as one used in a 2003 campaign in Hong Kong
Chief Executive sacked
Debbie Green brought in
Supporting current events and activities
Thought Leadership – Technical
Thought Leadership – Social Networking
Thought Leadership – ‘The Business’ Series – Leeds as a centre of innovation:
Buildings, infrastructure, services:
minimal costs in use – efficient, low maintenance
cope with heat, cold, excess water or drought
flexible: long life, loose fit
improved connectivity – transport & remote
effective, multi-purpose green infrastructure
People – households, institutions, communities, businesses:
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
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
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Rotterdam: NAI Uitgevers.
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brand. Corporate Communications: An International Journal 9, pp.317–330.
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