City Branding. Slogans and logos may be useful practical instruments in a place branding strategy but they are not the strategy itself. The global challenge.
Slogans and logos may be useful practical instruments in a place branding strategy but they are not the strategy itself.
The global challenge
“There are over 1,000 locations in Europe alone, all promoting exactly the same thing, looking identical and representing themselves in similar ways - through pictures of people playing golf, people in call centres, airplanes taking off. These place have become commodities, indistinguishable from one another and offering little or no added value.”
‘The Power of Destinations’ report
By The Communication Group plc
Miesto branding’o tikslai
Miesto branding iššūkiai
Miesto prekės ženklo idėja
Emotional appeal: Fundamental human drivers
Sex Reproduction, passion, conquest, appeal
Curiosity The inescapable need to challenge convention and learn
Parenthood Altruistic attitude towards family and loved ones
Status: Prestige Honour, dignity and recognition
Status: Power Control and influence
HealthMental and physical well-being
TribalismThe need to be among others
ProtectionTerritorial safety and peace of mind
A map of the mind
How brands break through
Sydney is a world city – outward looking, influencing and interpreting global trends. Yet it’s clearly distinct from other global cities, and it epitomises Australia’s exuberant spirit.
"There's no place in the world like Sydney."
"Sydney’s laid-back outdoor lifestyle and physical allure make it one of the world’s easiest and most pleasant cities to visit."
San Francisco is one of the world's most creative cities - a fertile environment for creativity, innovation and teamwork.
"Cool fog. Hot restaurants. Neighbourhoods to explore. Cultures to experience. Always more to discover...Only in San Francisco."
Kauno m. prekės ženklas: kada turėsime?