Brand Hollywood

Marcia, Maria, Andrianna and Tony.

City as a Brand–

‘Brand Hollywood’

Introduction

“A brand is a name that influences buyers” Kapferer, Jean-Noël (2012) “The New Strategic Brand Management”. 5th edition, London: Kogan Page, p. 8

Location/ Background

Brand Audit Brand Hollywood

Definition of Brand Audit: According to (DeMers, 2014)

A brand audit: Brand's current position in the market compared to its competitors

Review of its effectiveness

It helps determine the strength of the brand together with its weaknesses Inconsistencies and opportunities for improvement and new developments

Brand Audit

StrengthContinual increase in visitors to its shopping districts and Hollywood Walk of Fame. Thus increasing revenue in form of taxes Weaknesses Transportation is one of the main weaknesses

in Hollywood. This will help secure environment for the visiting tourist’ (Cuomo, 2016). These and other reasons attract the attention of generation Y ( Age18-34) into NYC.

Mass production of unlicensed movie, in China has an downfall on Brand Hollywood movie. Therefore Loosing awareness.

MISSION AND VISION MISSIONIncrease value creation and sustainability for Los Angelinos Tourism.

VISIONVision: By 2021, Hollywood will have a sustainable

travel and tourism industry that succeeds in

attracting arts and entertainments lovers,

and explorers who seek out the fashion and culture.

Brand Vision

Elements of a Strong Brand: Vision, Mission, Values and Personality.

Hollywood is reestablishing its strong identity as one of the most appealing global destinations even though the selection criteria from the point a view of tourist have changed over the last years, due to financial crisis, youth unemployment, volunteer tourism, lifestyle change.

Transformation and revival of the district into one of the most interesting and renewed touristic hotspots for local residents as well as international and native travellers especially the Generation Y, according to the preferences, current lifestyle and cultural influences.

Brand Vision

Vision for the next 5- 10 years

Creation and promotion of innovative communities with high technological significance by promoting youth entrepreneurship in order to showcase an alternative aspect of the district an the city of Los Angeles as well.

Improvements concerning the infrastructure of historic buildings, museums, parks, theatres.

Commercial renaissance by empowering the fashion character of the area as people recognize it from the movies.

Brand ObjectivesFor the current PLANS, the following are the brand objectives:

Objective 1 To increase the influx of tourist, by improving the transportation and

infrastructure. Objective 2 To increase awareness of Hollywood amid broader target market groups,

within the next 5 years. Objective 3 Increase growth through brand positioning by 4% in the next 10 years as

long time plan. 

Target Market Profile

What they look for:Brand Hollywood has a great emphasis on the demographic Generation Y (age range 18-34). This demography as define by Kotler (2013), as the ‘echos boomers’, iGen or internet generation, simple because they were born during the baby boom. Other attribute with this group includes, a constant access to technology during their time. Their main motivation for travelling is to explore new territories. Seek out the fashion capital, experiences different culture, local life, association

with the ‘Stars’, and to experience the arts and entertainments Hollywood provides.

Additionally, they also want to gain new energy and to broaden their horizon. .

Brand Strategy

There are three main components that will be addressed in our brand strategy. The first is the brand identity (personality), secondly, brand value and finally the brand positioning. Kapferer provides six facets of brand identity in a framework called Brand identity prism.

Kapferer, Jean-Noël (2012), “The New Strategic Brand Management”. 5th edition, London: Kogan Page, p. 1

Brand Identity

Brand identity is the distinctive or central idea of a brand and how the brand communicates these ideas and aspects of what make the brand unique (Chernatony, 2011; Kapferer, 2012).

For Brand Hollywood, the brand personality is the distinctive strait that Brand Hollywood has. This includes, the physique, personality and culture. Brand Hollywood, main physique or visual identity is its logo. This symbol can be seen or is replicates in many cities and places, across the world. Kapferer (2012), states that a brand is a name with the power to influence, therefore, it is instantly recognisable and influences by its customers, worldwide.

Brand Positioningo For a product to be successful it needs to

have Unique Selling Proposition (U.S.P.)(Shimp, 2003) Brand Hollywood has four unique selling

prepositions, all which add up to tourist experience that creates lasting memories and makes it attractive.

Renowned for being the origin of motion picture (cinema film) industry.

Rodeo Drive, is rated as the world’s most expensive, and exclusive three blocks of luxury brand- shopping (Ford, 2015).

The majority of highly paid movie stars live in Beverly High.

Hollywood Walk of Fame- attracting nearly 26 million visitors and $14 billion per year (LA Tourism & Convention Board, 2016).

Brand Value

Brand Hollywood stand for arts, entertainment, culture and fashion. Our brand is renowned for being innovative and progressive overtime. This evidence in our equity, with our features and associations to other duplicate cities. By advancing our sets of value that is proposing for Hollywood. Based on the analysis in the brand audit, Hollywood is one of the most visited cities in the world, hence, having a positive impacted on our revenue.

Marketing Mix Marketing Strategy

For a brand to be successful and to be an identifiable product, service or place. It need to have its 4Ps- Product, price, place and promotion (Cherntony and McDonald, 2005).

1. PLACE2. PRODUCTS3. PROMOTION4. PRICE

Marketing Mix

Hollywood Movies Hollywood district has been promoted as a

product through many Hollywood movies which have established it’s identity.

Therefore, it has been created a form of symbolic consumption for consumers of the 1990’s and the product begins to give a major value to the area adοption of a certain lifestyle from consumer’s perspective.

Julia Roberts in “Pretty woman” was walking dοwn the glamorous “Sunset Boulevard” (Place) dressed in an extremely elegant white dress.

Products/Service

According to Levitt (1996) “People do not buy products, they buy the expectation of benefits. It is the benefits that are the product”. In regards to Hollywood, customers expect the experience of Hollywood, rather than merely visualising it on television.

Therefore, it has been created a form of symbolic consumption for consumers of the 1990’s and the product begins to give a major value to the area. Adοption of a certain lifestyle from consumer’s perspective.

Hollywood district has been promoted as a product through many Hollywood movies which have established it’s identity.

Placement

There is not just one simple answer to the question as to why Hollywood productions are so popular amongst audiences around the world.

Many researchers acknowledge Hollywood’s superior position as a clear dominating power in the media industry from the early 20s on.

The place of Hollywood seems to be many things at the same time-a creative space for film makers, producers and distributors, a valuable source for profit, a political vehicle and a place that is full of opportunities and economic potential.

Implementation

The brand’s image is successfully achieved by attracting new customers. Using effective communication channels or distribution channels. Therefore, in order for Brand Hollywood to be successful and maintained a sustainable brand; Brand Hollywood needs to improve the transportation infrastructure. The key to making sure this plan is successful, is to invests in the surrounding communities and creating more buses and inner city trains. Another implementation, as seen in the brand audit is, the loosing awareness in Hollywood’s movies. To surpass its rival, China and Bollywood, Brand Hollywood produced its own budget movie to competes with its rivals, China and Bollywood.

Brand Hollywood will work with travel companies, travel bloggers and advertising agencies. Additionally, to make Hollywood a city that is appealing to other target groups. The brand could target visitors outside the United State, this could be implemented by an increase in visa programmes, to promotes tourist from poorer countries, or partnership with universities to attract tourists on a bigger scale.

Brand Evaluation

To measure the success of the brand objectives, the team has set out a 5 years’ plan. For objective one, increase in brand awareness and tourist in the next 5 years.

The implementation is carried out by creating a cultural and economic field for the Generation Y, as well as an appropriate infrastructure of a gentrified area as presented to our brand vision, our image to established in parallel with the extension of our brand. Customer-based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favourable, and unique associations in memory (Keller,2013).

Therefore, the brand partnered with advertising agency and advertising campaigns. This will redefine our area character by, differentiate our positioning among other competitors and penetrating other target markets. The ultimate core element of the brand equity is a unique competitive advantage opposed to other competitors. The post-modern evolution of a historic area with high significance, a glamorous industry with a long heritage of 100 years

Conclusion

Reference

Bustcombe, . (1981). Film History and the Idea of a national Cinema. Australian Journal of Screen Theory, 9 (10), 141-153.

Cherntony, .(2013). Creating Powerful Brands. 4th ed, Oxon: Routledge.

Discover Los Angeles (2016). Discover Los Angeles {Online] Available at: http://www.discoverlosangeles.com/ (Accessed 26 October 2016).

Kapferer, J. (2012) The New Strategic Brand Management. 5th edition, London: Kogan Page Ltd.

Kotler, P., and Keller, L K. (2009). Marketing Management. 5th ed. Boston: Pearson Education.

The Guardian, (2013) Hollywood has blockbuster impact on US economy that tourism fails to match. [Online] Available at: https://www.theguardian.com/business/2013/dec/05/arts-culture-us-economy-gdp (Accessed 1st November 2016).