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Brand-ning
What isbrandning? • A proces that makes it possible to sell a
product to new customers, and also still can be sold to old customers
• This takes place by having a clear and consciuos profile, that creates an emotional image, and by using marketing and advertising finds new and old loyal customers
• The brand is the whole entity of the product, and the STORY about the product
• Something more than just marketing
• Adding stories, values, emotions, pictures to a product (or building it into it)
CITY BRANDING
Process of enhancing the image of a place by communicating its positive value, attributes, and perception, based on strategic positioning, to differentiate the place from its competitors that make it a unique city.
It is the place’s reputation or image or impression or perception among those people that cares about it,such as citizens, potential investorsand visitors.
citybranding
WHY? Highlight the competitive advantages of the city Encourage economic development Enhance appeal where competition is intense amid globallisation Attract investors, tourists, talents, etc Promote and co-create a shared vision for the nation/city Attract young professionals
FOR WHOM?EXTERNAL | investors, other istitution, industry, companies, tourist,...INTERNAL | residents, local bussinessment, local institution,..
WITH WHAT?people – products - services – events – activities – culture – history – architecture –infrastructure – streets – landscape …
Elements
Brand positioning : The identification of the competitive advantage of a nation/city’s soft
and hard criteria in the areas of business, tourism, living, etc. Theorientation of nation/city – its vision, mission and values
Core values : The philosophy, vision and values that a city aspires to
Attributes : The distinctive and identifiable characteristics possessed by a
nation/city
Visual identity : A part of the brand which is represented by symbols, graphics, distinct
colors or fonts. It can easily be recognized and remembered, but cannotbe pronounced
Brand positioning
Core values AttributesVisual
identityCITY
BRANDING
Source:Housing and Building National Research Center (HBRC Journal)
The Great Garuda to save Jakarta
Branding urban project
Historical building
Branding city life
Signature architecture
City form
Media generate image
SO... An ASSET with a HUGE economic and sociologicVALUE.
Its all about IMAGE and REPUTATION.
Branding (place) is NOT A COSMETIC – its aboutcreating and defining A VISION and aims that willENGAGE AND INSPIRE the target audience.
..thank you
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