from selling the city to city branding. a critical perspective

From Selling the City to City Branding. A Critical Perspective.

Eduardo [email protected]

14 January 2014University of Groningen

BrandingMarketing

Selling Urban planning

City

From the idea of branding places…

…to place branding and its territorial application...

City branding

explained

20’

25’

20’

25’

90’

Place Branding

Evolution of the discourse

Real worldExamples

Critical issues and

challenges

90’

Contents

different scales (neighbourhood, city, region, country)

different scopes

(destinations, investment,

talent, tourist)

Bringing a critical perspective…

CountriesCities

RegionsDestinationsCross-border

PlacesBrands

Spatial PlannningMarketing

Place Marketing

Place Branding: Evolution of the discourse

Place Branding

1980 1990 2000800

Stage - Corporate Branding

Stage - Place Promotion

Stage - Planning instrument


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Place promotion

Promoting / SellingWhat? – places (and

agricultural activities)

1980800


mm-dd-yy

Place Promotion 1980800

Objective: Industry Multiple objectives

1910


City


Objective: Housing Economic Development



Promoting / SellingWhat? – Cities (and holidays)




California, US1920

Place Branding? Really? Today



Planning instrument

Expectations / EnhancingCitizens and Communities

needs

Evolution regarding the failure of traditional planning

instruments

1970s – dissatisfaction

1980 19902000

800

Stage - Corporate Branding

Stage - Place Promotion

Stage - Planning instrument


Aaker, (1996)

In contemporary marketing, branding is central, as it integrates all the strategic elements into one success formula.

Trueman et al., (2001)

Recognise that there is an urgent need for a robust analysis of the city as a brand and go on to assess that the literature on corporate branding may be relevant.

Corporate branding

Marcas Territoriais: Evolução do discursoPlace Branding: Evolution of the discourse

Trueman et al. (2004 ); Kavaratzis (2004 ); Rainisto (2003)


There are significant similarities between corporate brands and place brands, which bring the two concepts close and provide a starting point for a better understanding of place branding.

Knox & Bickerton, (2003)

A corporate brand is the visual, verbal and behavioural expression of an organisation’s unique business model.

The brand is expressed through the company’s mission, core values, beliefs, communication, culture and overall design. A place/city brands “expresses” – place/city

Simões & Dibb, (2001)

Corporate branding draws on the traditions of product branding, in that it shares the same objective of creating differentiation and preference.


A brand is a multidimensional assortment of functional, emotional, relational and strategic elements that collectively generate a unique set of associations in the public mind.

Aaker, (1996)

Relationship between the brand and the consumer, such that there is a close fit between the consumer’s ownphysical and psychological needs and the brand’s functional attributes and symbolic values.

Hankinson & Cowking, (1996)


Place Branding da teoria à prática e à essência…


Florida’s fashionable, albeit US- based, approach regarding the existence of a ‘creative class’ (Florida, 2002).

The popularization of the concept of the creative city owes much to the work of Florida (2002, 2005).

Richard Florida, recommends that city policy makers could attempt to attract ‘the creative class’ - as residents in order to galvanize local economies.

A considerable proportion of the city branding literature particularly in the urban and regional studies domain is devoted to the concept of the creative city

Bayliss, 2007; Healey, 2004; Hospers, 2003; Ooi, 2008

Questioning Richard FloridaExistence of a ‘creative class’ within a city automatically leads to the development of a vibrant local economy?

Or even does it lead to a vibrant cultural life in the city?

Critical perspective…

Is necessary a holistic approach to urban planning, rather than relying exclusively on the presence of

the creative class within a city…

The discourse on place branding was influenced by the evolution of the mainstream Marketing

Social Marketing Nonprofit Marketing


Corporate Branding

Place Marketing

Place Branding

Countries

Regions Cities Destinations


Creative city Urban studies

Place Branding

Cities

City Branding

Branding(strategic, 1st)

Marketing (eventually)

Hankinson, (2010)

From the genesis till consolidation as a concept


: Google imagens

Place Branding: different scales

Structural change

Local Values&

Inclusive

Social Justice&

Participation

Strategic Spatial Planning

Instrument

Environment&

Sustainability

Development&

Competitiveness

Place Management

Attractive and competitive

image

Plan-React-Proact

Strategic networks

Place Branding multi-objectives

Synergies

Critical perspective?

TheoryPractic

e

Do you know what

I mean?

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Place Branding (City Branding)

Why?

Places often emphasise the historical, social, human, and cultural assets, features….

However…

The persistently uneven developmentThe rise of new technologiesThe financial and economic crisisThe changes in production processesThe globalisation of culture and the economyThe ageing of the populationThe environmental issues

Albrechts, 2010;2013

The growing complexity

Places are complex entities

I have no data yet. It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.

(Sherlock Holmes)

Place Branding and Place Brands: Theory without facts

Is not a magical solution

Place Branding (if applied to cities is city branding)

Oliveira (2014)

Does not work instantly

The paradox at the heart of place branding is that it has been widely embracedby place management authorities world-wide as a panacea for a bewildering diversity of economic and social ailments.

Ashworth (2011)

Place branding Place branding has the has the capability of providing capability of providing

something for something for everybody, only because, everybody, only because, and only when, they are and only when, they are created by everybodycreated by everybody

Place Branding and Place Brands: Communities 1st


TopophiliaTopophilia (love of place) v.s. (love of place) v.s. TopophobiaTopophobia (repulsive feelings a place creates) (repulsive feelings a place creates)

Place Branding and Place Brands: Experience

Not only sense of place, the place should also make sense – as a place (a living entity)

Do all place’s need place branding?

Google Images

Place Branding from theory to practice

Do all place’s need place branding?


This is Geographical nomenclature - product marketing through places

Create advantage, or

Make it difficult…


Negative perceptions Takes time to change minds

We confuse the brand and the product;

Negative image;

Does not represent values, identities.


Nearly a third of the travellers were at least somewhat influenced by

comments from people in their online social network when

making travel purchase decisions.

More than two thirds are at least slightly influenced

by traveller-generated ratings


Challenges? Takes time to change perceptions

Polish Nurse Polish Plumber


What is Place Branding?

Passion

Action

Development

http://www.forbes.com/

What is place brandingPlace Branding realistic and honest

What is place brandingPlace Branding - telling the painful truth

This new paradigm means that ambitious citiesmust proactively shape and influence what the world

thinks of them andposition and market themselves with strategic intent.

Hankinson, (2010)

After years of separate development, there has recently been a convergence between the academic domains of urban policy, tourism and mainstream branding resulting in the emergence of place branding.


In the urban policy domain, the focus is on the economicdevelopment of towns and cities based not only on tourism, but also on other areas such as retailing, financial and cultural services.

Urban & Planning


A strategic development tool;

A task for local authorities and stakeholders; planners;

Connected to the place's identities;

Effective in creating sense/pride of place;

Effective in attracting investment;

Effective in attracting visitors;

Effective in attracting talent people / researcher ’s;

Communication tool; A task for advertisers

and graphic designers; Disconnected from the

place's identities; Apolitical; Ineffective in creating

sense/pride of place; Ineffective in attracting

investment; Effective in attracting

visitors.

Kalandides, Kavaratzis & Ashworth, 2010

If BRANDING is a part of marketing, then branding is:

If BRANDING is WIDER than marketing, then branding is:

Baker, (2012) MarketingBranding


Baker, (2012)

Strategic toolkit


Baker, (2012)

Out of marketing dep.


Mix of disciplines


Baker, (2012)

Place Brand

Place Branding


Place branding is a process which attempts to influence how people interpret and develop their own sense about a place.

A place brand is made distinctive by its positioning relative to the competition and by its personality, which comprises a unique combination of functional attributes and symbolic values’

Hankinson & Cowking, (1993)


This process is the same as that followed in the formation of images of other entities like products or corporations, which have long been managed as brands.

Ashworth & Kavaratzis, (2009)

(…) branding has only recently been used to describe the process (…)

(…) the process of place branding (…)

(…) place branding is a strategic process contributing to urban/regional development and urban/regional competitiveness (…)



Pasquinelli, (2013)

Cooperate Networks

Place branding can be used as at least part of policies aimed at:

To fostering economic restructuring; Community participation; Political engagement; To secure visibility, create value; To reinforce local identity; To reinforce the well-being of citizens; To achieve competitive advantage (e.g.):

To increase inward investment;To increase tourism revenues;

Ashworth, (2010)

Efficient tool in pursuit of objectives that relate to the place management and spatial planning


One of the purposes of place branding process is to create strategies to position the place for several activities (…) for living, working, researching, playing, visiting and dreaming…

Smyth, (2005)

Enhance their strengthsEarn competitive advantage

Achieve progressMultisectorial development

Exchange relationships between other geographical unities


Co-opetion (Pasquinelli, 2013)

Hankison, (2010)

The process of place branding is usually carried out by a partnership between the public and private sector stakeholders who are involved in the place product delivery.


Cooperation between various place players will become more frequent in the future than earlier.

Rainisto, (2003)

The way forward

A place brand strategy is a plan for defining the most realistic, most competitive and most compelling strategic vision for the place.

Anholt, (2003)


Place branding as a long-term strategic activity.


Strategic Thinking

Introduction to the Theory of City Branding

Dinnie, (2011)

interest in city branding (…) a wider recognition that cities can benefit from implementing coherent strategies with regard to managing their resources, reputation and image.

Cities compete globally to attract tourism, Investment, talent, entrepreneurs, ME, YOU…

Applied in pursuit of urban development, regeneration and quality of life…

City Branding

Hankinson, (2010)

Marcas Territoriais: Evolução do discursoFrom the genesis till consolidation as a concept

City branding: an effective assertion of identity or a transitory marketing trick?

Kavaratzis & Ashworth, (2005)

Place branding has become a commonplace activity of CITIES, regions and countries.

There is a recognisable gap in the literature with regard to the branding process of cities in general (Hankinson 2001) and real case studies in particular (Anholt 2002; Rainisto 2003).

From selling the city to city branding

From city marketing to city branding: Towards a theoreticalframework for developing city brands

Kavaratzis & Ashworth, (2005)

City branding practice (…) exclusive use of promotional tools such as slogans and logos or, advertising campaigns (…)

This is a simplification of the very complex processes that determine the way in which CITIES are seen, felt, evaluated, and ultimately co-created.

#traps on place/city branding

The application of logos

An example might be useful here

The report states that the ‘logo is a brand that brings citizens together under a common goal and at the same time attracts business and investment’ (p. 6);

The ways in which the logo and the slogan might bring citizens together under a common goal, what this goal might be, and how the whole might help attract business and investment remain unclear.

Part of the complexity of city brands derives from

their obligation to address the needs of a spectrum of fundamentally different target audiences.

Introduction to the Theory of City Branding

Dinnie, (2011)

While it might be unrealistic to satisfy the demands

and desires of all residents, they are instrumental in building the city brand, as they ‘live and breathe’ the city’s brand identity. Create preference and loyalty to the city among the various segments which cities serve.

Cities depend on their residents for economic, social, cultural andenvironmental vibrancy. Maintaining a diverse, skilled, and satisfied residentialpopulation is vital for a city since their disenchantment could triggera

City branding centres on people’s perceptions and images and puts them at the heart of orchestrated activities, designed to shape the city and its future.

Cities depend on their residents for economic, social, cultural and environmental vibrancy.

Maintaining a diverse, skilled, and satisfied residential population is vital for a city since

their disenchantment could trigger a vicious downward spiral.


Successful city brands follow a progression of creating a distinctive (city) appeal

This appeal only evolves into a powerful brand if a coherent strategy is acted upon and consistently

communicated…

The national program for spatial planning

Strategic PlanningStrategic PlanningCity BrandingCity Branding

Strategic thinking towards a city branding strategy

Highlight assets

Envisioning -Visions

Create identity

Radical change spatial context

Dynamiccreative process

Inclusiveness

Common engagement

Common objectives

Communication messageLinks?Links?

Oliveira, (2012)

The concept of place/city branding is thought to provide valuable tools for places to differentiate themselves, by managing their opportunities and transforming them into competitive advantages, thus gaining brand value and strengthening their global market position.

Reputation Stimulate developmentAttracting visitors & capital

Signature buildings and design Flagship building Signature Design Signature Districts

Personality association Event Hallmarking

Ashworth, (2009)

Local planning instruments are widely used by places in order

to pursuit local or regional objectives

Instruments of Place Branding also applied by cities?

GaudGaudii

BarcelonaBarcelona

Personality association

Flagship building

Signature districts


Event hallmarking


Places organise and sponsor temporary events in order to obtain a wider recognition that they exist but also to establish specific associations.

Cultural events are favoured largely because of there visibility and wide acceptability of cultural products as merit goods adding value and desirable attributes to a place.

Hallmark events alone are unlikely to have much impact upon a place/city brand

Effective as instruments in a strategic policy

Ashworth, (2009)


Conceptualization:If the hallmark events can be the catalysts triggering existing processes, making trends and create conditions that already at least potentially existed.

A city branding becomes a valid, necessary and highly effective form of management the city.

Are most significant at the level of strategic reorientation.

Alone are unlikely to have much impact upon a place/city brand.

Relatively small and have little lasting promotional impact.

Events

Can we design a city brand with the events?

To attract tourists and visitors. Attract no tourists, but visitors from the same place.

Events and tourism can be mutually beneficial.

Interaction between event planning and destination planning is needed.

To capture attention and promote attractions and

infrastructures.

Most events are small, with a limited duration in time and create minor impacts.

Events in big cities are more prepared to achieve success.

More modestly sized cities have achieved notable successes.

Successful

stories?!

Events hallmarking

ManyFailures

?!

Celebrating success, or on the way to fail?

The need for a good strategic and cultural fit with

the place – reflet the local spirit (genios loci);

The need for an event to be differentiated from

others;

The longevity or tradition of the event;

Cooperative planning among key players;

Media support for the event.

Success Events

hallmarking

Celebrating success, or on the way to fail?

COMMUNITY SUPPORT

http://vimeo.com/56759520

Looking for the very best…

From traps to topophobia

The colours & logo challenge


The slogan challenge

Country slogans Significance

No specific message

Geographical significance

Geographical significance


No specific message

Fun, Memories

Geographic significance

Everything for all

Taglines Significance


Taglines Significance

Everything for all

Fun, uniqueness

No specific message


London’sCity

branding strategy

crisis

Fashionableslogans as a result perhaps of their necessity toconvince political decision-makers who place a premium on novelty, succinctness and simplicity.

Places, such as cities do not suddenly acquire a new identity thanks to a slogan or a memorablelogo.

Slogans and logos may be useful practicalinstruments in a place branding strategy butthey are not the strategy itself.

A strong citybrand relies on more than just its communications: the city must take actionas part of its strategic plan.

http://www.youtube.com/watch?v=nTi5hrDVFFc

http://thecnnfreedomproject.blogs.cnn.com/category/every-day-in-cambodia/

built-fabric and public realm

mm-dd-yy

Venice Syndrome

City Branding, future thinking and key words

Hankinson’s (2004) conceptualization of place/city brands as relational network brands (…) collaborative approach between public and private sector organizations and a distributive approach to the ownership of the city branding;

A NETWORK APPROACH

inclusiveness and representativeness; long-term commitment; shared vision; sharing responsibility;

trusting each other; alignment and engagement;

communicating as one; taking ‘on-brand’ decisions and actions;

making ‘on-brand’ investments;

http://www.brabantsmartsolutions.com/

Brabant is an enterprising, innovative and successful Dutch region in Europe and a wonderful place to live.

SUSTAINABILITY

In terms of the sustainability of the city brand, key preconditions emerge as follows:

a long-term commitment to the city brand strategy, rather than a series of short-term, ad hoc campaigns;adequate budget allocation; responsiveness to societal changes; and the need for specific objectives, underpinned by rigorous research

CITY itself as a LIVING and LIVEABLE ENVIRONMENT

City-Region

http://www.edinburgh-inspiringcapital.com/

Enjoy Edinburg

h

The Edinburgh Inspiring Capital Brand draws its strength from the people and organisations who embrace it.Inspiring

Capital

Edinburgh city region As the city is the main economic driver of the region, the brand is naturally focused on Edinburgh itself but reflects the strengths of the wider city region.

This brand began with the project team taking a good look

at the

Some examples

This means that Edinburgh is a dramatic city bursting with ideas and life.

There is a drama and magical quality to the city for many people, and it is a place that stimulates the senses and imagination.

Essence Is Inspiring Capital.

Edinburgh as a world influencer in science, education, the arts and business, whose stunning physical beauty and magical atmosphere always inspires.

Personality

Some examples

Values

Brand Pyramid

Some examples

Inventive Visionary Rich diversity Striving for

excellence Sincere warmth Understated

elegance

Objectives To develop a brand which would represent a cohesive image of city region.

To ensure a more joined up and effective approach to city promotion.

To create a brand which would allow economies of scale as public, private and voluntary sectors.

To develop and enhance Edinburgh’s reputation as a successful and dynamic world class city region.

To highlight the attractions of the city region as a place to live, invest, visit and study.

To contribute to improving the economic and social prosperity.

http://www.edinburghbrand.com/

Some examples

Anholt, (1996)

Simon Anholt coined the term 'nation branding' (…) he has been working with governments to help them plan the policies, strategies, investments and innovations which lead their countries toward an improved profile and reputation.

A Consistent Framework for City-To-City Comparisons

Anholt-GfK Roper City Brands Index

What is City Branding?

Anholt, (2003)

Analytical ranking of the world's city brands.

Working with an innovative set of tools that helps to assess, develop and implement brand strategies .

Provide the global and local insights needed to move a city’s reputation forward and increase the success of

The Anholt-GfK Roper City Brands Index

Business - Trade - TourismEFFORTS


Anholt, (2003)

This framework has been developed as a means of evaluating the effectiveness of branding (…) it is a tool for guiding the branding effort



The Potential considers the opportunities the city has to offer in terms of economic or educational activities.

The Presence refers to the city’s international status and standing – how familiar people are with the city.

The Place component refers to the physical aspects of the city – how beautiful and pleasant or otherwise the city is.

Anholt, (2003)


The Pulse examines the existence of a vibrant urban lifestyle - how exciting people think the city is.

The People component examines the local population in terms of openness and warmth and alsolooks at safety issues in the city.The Prerequisites deal with the basic qualities of

the city; the standards and price of accommodation and public amenities.

Anholt, (2003)


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Lonely Planet's Best in Travel 2014 - top 10 cities

http://bloom-consulting.com/en/nation-branding#

The

http://www.brandfinance.com/knowledge_centre/reports/brandfinance-nation-brands-2013

mm-dd-yyCity brand strength City assets

mm-dd-yy

+ Assets + Brand+ Value + Strength

Recommended literature

http://placesbrands.com/colourful-logos-dark-realities/

(Oliveira, 2014) Colourful logos, dark realities

(Oliveira, 2013) In Search of Place Branding Geographieshttp://placesbrands.com/in-search-of-place-branding-geographies/

http://placesbrands.com/once-upon-a-time-in-istanbul/

(Oliveira, 2013) Once upon a time in Istanbul

Questions?

Eduardo [email protected]

Thank you(references upon request

via email)

from selling the city to city branding. a critical perspective

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