Strategii de PR - Place Branding

8/6/2019 Strategii de PR - Place Branding

http://slidepdf.com/reader/full/strategii-de-pr-place-branding 1/16

Place Branding

Viorel MIH ĂIL Ă

email: [email protected]

mailto:[email protected]

mailto:[email protected]



a. Place marketing (evolutie a abordarilor:

place promotion, place selling, place

marketing)

b. Place branding



Hard factors

• Stabilitate economica

• Productivitate

• Costuri

• Dreptul de proprietate

• Sprijinul autorit locale pentru

servicii si retele asociative

• Infrastructura de comunicatii

• Localizare geografica

• Scheme si programe de

avantaje oferite investitorilor

Soft factors

• Oportunitati de dezvoltare (de

nisa?)

• Calitatea vietii

• Competenta prof/calitatea pers

• Cultura• Populatia

• Tipul de management

• Flexibilitate si dinamism

• Profesionalism

• Spirit antreprenorial

• Factori contextuali

Place Marketing Attraction Factors (Source: Kotler et al. 1999)

Factori de atractie





Place identity – place image

Place identity – cum anume localitatea/asezarea/regiunea vrea sa fie

perceputa; un set unic de asociatii pe care managementul branduluiurmareste sa-l creeze si sa-l mentina; asocierea reprezinta imaginea

mentala a respectivei entitati laolalta cu promisiunea facuta

consumatorului; este dimensiunea activa in care putem interveni mai usor

Place image – o suma de credinte, idei si impresii pe care oamenii le au

despre un anumit loc; aceste reprezentari sunt o imagine simplificata a

unui mare numar de dimensiuni, asocieri ale acestora si informatii despre

locul respectiv; imaginile acestea sunt diferite de stereotipuri (care implica

o schematizare, o reducere semnificativa a complexitatii); imaginea unui

loc trebuie sa fie: valida, credibila, simpla, distinctiva, seducatoare

(Kotler)



The Stockholm Region

• Financial centre of Scandinavia and the Baltic region

• World-leader in Internet banking and brokerage

• A beautiful archipelago with attractive nearby housing• Competitive municipal services

• Well-educated, multi-lingual population

• Most IT/telecom-intensive stock exchange in Europe

• The highest penetration of IT usage (Internet, mobile telephone) in Europe

• World leader in IT development

• Research-intensive region with world-leading companies in the IT, telecom,

pharmaceutical, biotech and biomedical sectors. 15 industrial research

centres and three science parks

• Excellent international test market

• High-quality, low-cost telecommunications

• Choice of some 30 telecom operators, two parallel extensive fibre-optic

infrastructures

• Excellent public transportation, two international airports

• Twenty percent of private work force in IT



The Stockholm Region

• Low cost and high standard of living

• Unrestricted foreign ownership of property

• Liberal, deregulated banking

• Stable political situation

• Cosmopolitan and safe

• Largest selection of first rate restaurants, design and theatres in Northern

Europe• Third largest music exporter in the world

• Home of the Nobel Prize

• 80 % of the working population of the Stockholm Region uses a computer at

work, 82 % of the population uses a cell phone, 79 % uses Internet

• 20 universities and university colleges

• 80 % of the Scandinavian finance market is Stockholm based

• More than 2 million inhabitants (21 % of the country’s population) and

260,000 companies in the Greater Stockholm Region (28 % of all

companies in Sweden)



Chicago’s - “Our great American city”

• As Big as a Country• USD 349 Billion economy, larger than Switzerland or Russia, USD 23 billion exports

• Over 8 million people, 4 million jobs and 200,000 businesses• Chicago’s economy has grown since 1990 nearly 6 % annually, and the population 12%. Over USD 41 billion foreign direct investment since 1985

Globally Diversified Economy• 31 Fortune 500 and 12 Fortune Global 500 company headquarters

• Number one city in high-technology employment (347,100 workers and 7,100companies)

• Number one city for air travel• Number one distribution centre ( truck, intermodal, rail, air)• Number one in business services professionals• Number one in manufacturing (USD 59 billion output)

The World’s Workforce• A culturally diverse private-sector labour force of over 3.7 million people• Over 100 language groups and 130 foreign-language media outlets• More than 100 different international trade organisations and foreign trade offices• More than 4,700 foreign-owned business locations representing 1,500 foreign firms



Chicago’s - “Our great American city”

Telecommunications Hub• The world’s largest Internet exchange point (by volume)

• North America’s largest “carrier hotel” (server/data storage/routing hardware facility)

• World’s most advanced digital communications infrastructure.

The Good Life

• 29 miles of lakefront and 33 beaches

• Outstanding public, private and parochial schools, 50,000 college students, 400,000

students

• 7,000 restaurants, 2,000 theatre companies, 46 museums

• “In American Cooking, Chicago is the Kitchen”, New York Times , 8 August.2001



Seppo Rainsto, 2003







Simon Anholt



Pulse Brand Ranking1. Paris

2. New York3. Rome

Potential Brand Ranking1. London2. New York3. Sydney

People Brand Ranking1. Sydney

2. Toronto3. Melbourne





• How to Brand Nations, Cities and Destinations: A Planning Book for PlaceBranding,Teemu Moilanen, Seppo Rainsto, 2009

• Marketing Places, Philip Kotler, 1993

• Simon Anholt, Competitve Identity, 2007

• http://saffron-consultants.com/wp-content/uploads/Saff_CityBrandBarom.pdf

• http://www.europeancitiesmonitor.eu/

• http://www.simonanholt.com/

http://saffron-consultants.com/wp-content/uploads/Saff_CityBrandBarom.pdf

http://www.europeancitiesmonitor.eu/

http://www.simonanholt.com/

http://www.simonanholt.com/

http://www.europeancitiesmonitor.eu/

http://saffron-consultants.com/wp-content/uploads/Saff_CityBrandBarom.pdf

Documents

Strategii de PR - Place Branding