challenges and opportunities for russian city brands
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Dr. Keith Dinnie presentation on Moscow Business Success Forum by OPORA RUSSIA. Publication on this channel is approved by Dr. Keith Dinnie. More information about Keith visit to Moscow: Подробности: http://citybranding.ru/brending-goroda-identichnost-vovlechenie-kommertsializatsiya-itogi-wcf-davos-moscow/TRANSCRIPT
Keith Dinnie, PhD
Head of Destination Branding Group
Breda University of Applied Sciences, Netherlands
Branding nations, cities, and regions
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Complexity of city brands
Wide range of stakeholders
A spectrum of fundamentally different target audiences
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1. Sustainability of the city brand a) Adequate budget allocation
b) Long term commitment
c) Specific objectives
2. Sustainability of the city itself a) Creating new green spaces within urban
environments
b) Roof gardens, vertical gardens, rivers and urban bays
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Clarifying identity and image
Importance of tangible evidence
Hosting events
Partnership working
Creativity, innovation and boldness
Repositioning the city brand
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Domestic and international markets
Internationally, Russian cities can offer something new and exciting to potential audiences
Little existing awareness of cities except Moscow, Saint Petersburg and more recently Sochi (Winter Olympics)
Architecture, cuisine, cultural events
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A brand partnership should be taken
seriously as the main body that is tasked with
developing, implementing and managing the
brand of an area, a city, a region or a country
When this is the case, it is essential that the
partnership is effective and does not waste
time infighting with other institutions or
plastering the city with logos or slogans
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Inclusive and representative
Long term commitment
Shared vision
Trusting each other
Communicate progress and achievements
Willingness to evaluate impact and effectiveness
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Destination Edinburgh Marketing Alliance (DEMA), a multi-stakeholder organisation
Edinburgh ‘Inspiring Capital’ Brand launched May 2005
£1.8m invested in Brand over five year period 2003 to 2008
Promoting Edinburgh globally as a place to visit, invest, live, work and study
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Visit
•The world’s greatest stage for the world’s
greatest festival
•Boutique city – high class, independent,
human scale
•You’ll never have the same experience twice
•Real, authentic people and place
Invest
•A global financial centre
•Knowledge & R&D = innovation capital
•‘In good company’ (with the world’s most
successful companies)
•Creative, competitive, & connected
• A skilled - talented workforce
Live & Work
•A dynamic career in one of the most liveable
cities in the world
•An active city embracing world class
heritage, culture and sport
•Compact and cosmopolitan
•Full of green spaces and with easy reach of
countryside
•A place to love and raise your family
Study
•World class academic pedigree
•Graduate job opportunities in a diverse
knowledge economy
•Vibrant, friendly student life
•Compact and accessible
•Culturally diverse
‘Knowing our customers’ - market intelligence
Maximisation of digital platforms for building customer database, relationships and communication
Leading destination promotional messaging and cross-selling
Building effective collaboration, facilitating and co-ordinating
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Selection process for citizen ambassador programmes: Who should be invited to participate? How to reach those individuals?
Role specification for citizen ambassadors: What should the citizen ambassadors be asked to do? What interaction should occur between the citizen ambassadors and the campaign organisers?
Evaluating the effectiveness of citizen brand ambassador programmes: What metrics could be appropriate?
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Citizens have been directly involved as brand ambassadors
People from Berlin are encouraged to contribute their own personal story of Berlin, as a ‘City of Change’, and to become ambassadors for the city
At the centre of the campaign is a large online portal, www.sei.berlin.de
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All participants had to submit a story to Berlin Partner GmbH in which they demonstrated how they had changed Berlin in one way or another
The stories can be accessed and evaluated through the online portal
Although this network allows consumers to engage with the branding campaign, it does not serve as a means for internal interaction or communication within the ambassador network
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Lack of focus ◦ Few brands can be truly global; targeting of specific
markets is required
Unhealthy obsession with logos and slogans ◦ A city brand is more than simply its visual design
Failure to collaborate ◦ Different departments, organisations, and
individuals work isolated from each other
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Limited insight ◦ Little or no research conducted into understanding
the target audience
Internal rather than external focus ◦ Excessive attention given to the city’s attributes and
not enough attention given to the values and beliefs of target audiences
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Russian city brands should avoid making the same mistakes as cities in the West
Put less emphasis on logos and slogans
Put more emphasis on quality of life, visitor experience, stakeholder collaboration, and targeted communications
Establish customized, flexible metrics to evaluate what works and what doesn’t
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THANK YOU
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