Professional Documents
Culture Documents
FACULTY OF ENVIRONMENT
Outline
What is a brand? Why brand a place? Types and examples Process and problems The case of Marketing Leeds
Brand
douard Manet, A Bar at the Folies-Bergre, 1882 Courtauld Institute of Art Gallery, London
Place marketing
Assert individuality in pursuit of various economic, political or socio-psychological objectives Need to attract inward investment, visitors, high skilled workers, promising students Shape place identity and promote to specific markets
Kavaratzis M. and Ashworth, G.J. (2005) City branding: an effective assertion of identity or a transitory marketing trick?
Competition among cities is like riding a bicycle: if you dont pedal, youll fall off. However, globalization is making us increasingly uniform, so we must construct and promote our difference in order to continue existing (Mirn, Urban Land Institute).
Major assumptions
Places can be treated as spatially extended products and Places are in competition in a way that is similar to competition between companies and products
Types of branding/re-branding
Structural re-branding/re-positioning; rebranding using events/'year of ......' ; slogans Creating a new image for a place that is transformed or wants to be transformed pulling out its best assets and qualities, what makes it special
BRAND IDENTITY How the owners want the brand to be perceived BRAND POSITIONING The part of the value proposition communicated to a target group that demonstrates BRAND IMAGE How the brand is perceived
Kavaratzis M. and Ashworth, G.J. (2005) p.508
Examples of slogans
B in Birmingham, Birmingham: Europe's Youngest City, or Birmingham, The Global City With The Local Heart Oct 2007: announced new exercise Glasgows miles better Kingston-upon-Hull: 'The pioneering city' 'Uniquely Manchester' Nottingham: Our Style is Legendary changed to Edinburgh: Inspiring city
The Work Foundation: specialisms and characteristics of individual places can help cities build and sustain a distinctive identity argues for 3 conceptions of distinctiveness: functional, physical and intangible warns against flashy iconic developments or image campaigns not based on an underlying reality
http://www.theworkfoundation.com/Assets/PDFs/distinctiveness_final.pdf
Positive images of the city heritage, new facilities, public realm, sunshine
Unlikely to feature in marketing campaigns? Ordinary scenes, social divide, dereliction, abandonment, rain
Leeds United sank down the rankings just as Leeds adopted this metaphor
If you dont work to go up a league, you will end up going down one
Senior Planner from Gothenburg, Vision for Leeds workshop, July 2002
Marketing Leeds as arms length company Seen as separate from Leeds City Council Needed to attract private funding Greater flexibility in operation
Celebrity presenters
Brand image
Control imagery a single message from all in the city Within this, vary content according to audience
Sub-brands
Work on improving the offer and promotion will look after itself?
infrastructure public realm quality of built environment cultural activities and institutions skills social cohesion crime reduction
Ashworth , G.J. and Voogd, H. (1990), Selling the City: Marketing Approaches in Public Sector Urban Planning, London: Belhaven Press. Boyle, M. and Rogerson, R.J. (2001) Power, discourse and city trajectories, in Paddison, R. (ed.) Handbook of Urban Studies, London: Sage, pp.402-416. Florian, B. (2002) The City as a Brand: Orchestrating a Unique Experience. In: T. Hauben, M. Vermeulen & V. Patteeuw, City Branding: Image Building and Building Images. Rotterdam: NAI Uitgevers. Gold, J.R. & Ward, S.V., eds. (1994), Place promotion: the use of publicity and marketing to sell towns and regions. Chichester: John Wiley and Sons. Hankinson, G.A. and Cowking, P. (1995) What do you really mean by a brand? Journal of Brand Management, 3(1), pp. 43-50. Hankinson, G.A. (2001), Location branding: a study of the branding practices of 12 English cities. Journal of Brand Management 9, pp.127142. Hauben, T., Vermeulen, M. & Patteeuw, V. (2002), City Branding: Image Building and Building Images. Rotterdam: NAI Uitgevers. Kavaratzis, M. (2004), From City Marketing to City Branding: Towards a Theoretical Framework for Developing City Brands. Journal of Place Branding 1, pp. 5873. Kavaratzis, M. and Ashworth, G.J. (2005) City branding: an effective assertion of identity or a transitory marketing trick? Tijdschrift voor Economische en Sociale Geografie, 96(5), pp. 506514. Kearns, G. and Philo, C. eds. (1993), Selling Places, Oxford: Pergamon Press. Scott, N. (2005) Brand loyalty, Yorkshire Evening Post: Marketing Leeds Special Supplement, 27 September. Trueman, M., Klemm, M. and Giroud, A. (2004), Can a city communicate? Bradford as a corporate brand. Corporate Communications: An International Journal 9, pp.317330. Urwin, C. (2006) Urban myth: why cities dont compete, Discussion Paper no. 5, Centre for Cities, London. Ward, S.V. (1998), Selling places: the marketing and promotion of towns and cities 18502000. London: E & FN Spon.
REFERENCES