Place Branding Group 3

Group Members

Simone Carter200937900

Nonhlanhla Shilabye200913229

Michelle Sidambe200924965

Caragh Winterboer200924077

Gugulethu Mthombeni200812653

THE BRIEF

1. Summary of collected data

2. Competitor analysis

3. Develop of Melville strategies

• Importance Place branding•Melville• Competitor analysis• Strategies to be implemented

Structure to follow…

What is place branding??Creation & promotion of a place identity

= improve competitive position

1. Neighbourhoods2. Cities

3. Regions 4. Countries

What the place is actually like

Made up of parts:

• Historical background • Distinct character

Place Identity

Place Image How the place is perceived

by others/externally

Places compete with other places for…

1. People2. Resources3. Business

4 main reasons to brand a place:

1. Attract visitors2. Attract business

3. Attract residents/employees 4. Enhance the attractiveness of exports

Stakeholder theory

“any group or individual who can affect or is affected by the achievement of the organisations or places objectives” (Freeman, 1984:46)

Residents

Competi tors

Gov

ernm

ent

Bus

ines

s ow

ners

Non residents

Reputation

“Perceptual identity formed directly or indirectly and collectively from others.

Salient characteristics, accomplishments, demonstrated behavior, intended

images over some period of (Ferris, 2003).

Neighbourhood branding…

A neighbourhood is “a region or locality whose inhabitants share certain

characteristics, values, mutual interests or styles of living” (Barker, 1995:252)

Phillips (1993: 14) argued that ‘‘A community is a group

of people who live in a common territory, have a

common history and shared values,

participate together in various activities, and have a

high degree of solidarity.’’

As discussed above people are drawn to people with

similar core values to themselves and therefore will be

attracted to a location that represents and can offer

them a similar kind of lifestyle (de Chernatony, 2001), It is important to know the problems within the area as well as what the area has to offer.

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1

Major themesMelville’s party

history and implications

Diverse perceptions of the Bohemian village

Melville’s detrimental narcotics and crime infestation

The deterioration of the aesthetic appeal of the

greater Melville area

Moving forward

Melville’s Party history & Implications

Melville was regarded as the ‘place to be’ by all…Superstars, students & residents in the 2000’s

Attractions ranged from restaurants to bars

The popularity led to chaos of an uncontrollable nature

Melville’s downfall

We all walk in the same path...MELVILLE is:

DiverseTrendyUnique

An Entertainment HubVibeyCasual

It caters for us ALL!!

Melville’s detrimental narcotics & crime

Drug dealers led to creating an unsafe

environment for all as the wrong crowd corrupted the

sweet nature of Melville

&Petty crimes assisted in

creating a new ‘bad boy’ image for Melville

DETERIORATION OF AESTHETIC

APPEAL

Less Glam + Homeless people

+ Litter + Abandoned buildings

Not so popular Melville has become the

ugly stepsister as Parkhurst

and Greenside are deemed

Miss Popularities

Moving Forward

“Don't dwell on what went wrong. Instead, focus on what to do next. Spend your energies on moving forward toward finding

the answer”

Denis Waitley

CHANGE

Controlling the situations at hand

through Sector Crime Forums

Empowerment through giving direction and

guidance to those who need it

Renewal through new ideas and people who

will influence the positive about

Melville

MELVILLE

The Bohemian Village

COMPETITORS

"If you don't have a competitive advantage, don't

compete" – Jack Welch

“The world is changing very fast. Big will not beat small anymore. It will

be the fast beating the slow” – Rupert Murdoch

GREENSIDE

Greenside

PARKHURST

Lifestyle driven

Desperate housewives

BRAAMFONTEIN

Getaway to the city

WHAT MELVILLE LACKS IN COMPARISON TO THESE AREAS

1. Stricter security measures2. Aesthetic appeal

3. A unified online presence(Aspects of Melville are segregated)

Positive aspects of Melville

• Centrality • Deep sense of culture & community within the area• Room for growth and improvements to be made • A distinct market that is unique to the area • Caters to tourists due to various guesthouses within

the area

All encompassing finding

Each place has its own culture

(each area has a distinct feel, look and symbolic value)

Consider the following…

• Sustainability –follow through with plans (Novelty will wear off)• Consideration of all stakeholders voices• Capitalise upon strong points • Address negative perceptions head on

• NAKED TRUTH

• TRANSFORMATIONAL GOAL

• TRANSFORMATIONAL TARGET

• TRUTHS FROM 5C’S

• TRANSFORMATIONAL TRUTH

• TRANSFORMATION BRIEF

• IDEA GENERATION

• IDEA EVALUATION

• TRANSFORMATIONAL IDEA

• TRANSFORMATIONAL PATHWAY

• EXPERIENCE ARCHITECTURE

• PERFORMANCE PLAN

McCann worldgroup wayFROM TRUTH TO TRANSFORMATION

OUTCOMES

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ingredients of Our marketing solutions

2. TRUTH • The transformational truth that people can believe in, that would inspire change

3. IDEA • The platform idea that would energize all aspects of the brand experience

4. PATHWAY • The journey of the idea that creates transformation; and the business outcomes along the way

• Our vision of how the brand needs to change; and how we would measure that change

1. GOAL

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Pathways (tactics)

• Consider all stakeholders in plans (linking to the consideration of all stakeholder

voices)• Thus, find a common ground for all

stakeholders• All want Melville to be the best that it can be

• Commonality between different stakeholders: everyone wants to co-exist at the end of the day…. thus forming a community (put in coexist pic)

Strategy

• Link to a model and the steps it includes • Short and long term strategies