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CITY BRANDS MANAGEMENT ,[object Object],PORTO TURISMO’S BRAND CASE,[object Object],PAULO MOREIRA,[object Object],December 2010,[object Object]
ABSTRACT,[object Object],Brand studies have become increasingly important to business sciences. According to them, brand’s role in the relationship between organizations and their audiences is becoming more and more relevant.,[object Object],This is also true when it comes to one of the most important assets of a country, city or region - place brand. Thus, the main purpose of this work is to study city branding and the development of a concept capable of reuniting all its different features.,[object Object],In this study we discuss the use of marketing concepts to places and place brands. Also, is proposing an analyzing tool to study city branding and all its variables: identity mix, marketing mix and image mix.,[object Object],This tool can help researchers and brand managers, since it reflects the different perspectives of city branding management, making it possible to have a broad view of the brand in a schematic way. ,[object Object]
1. INTRODUCTION,[object Object]
PLACE PROMOTION,[object Object],EXIST,[object Object],SINCE  XIX CENTURY,[object Object],BUT…,[object Object]
GLOBALIZATION,[object Object],=,[object Object],COUNTRY/CITY COMPETITION,[object Object],=,[object Object],ENTREPRENEURIAL CITY,[object Object]
PLACE MARKETING,[object Object],TOOL,[object Object],FOR PLACE DEVELOPMENT,[object Object],IF A PLACE DON´T HAVE THE REQUIREMENTS OF ITS TARGET,  OTHERS  WILL TAKE THAT PLACE IN CONSUMER PREFERENCES,[object Object]
BRAND,[object Object]
‘A name, term, sign symbol or a combination of these, that identifies the maker or seller of the product’,[object Object],(Kotler ,1991),[object Object],BUT…,[object Object]
BRANDS,[object Object],ARE,[object Object],ONLY A LOGO,[object Object], ?,[object Object]
BUT…,[object Object],2,[object Object],BRAND,[object Object],LEVELS,[object Object]
EMOTION,[object Object],REASON,[object Object]
SO…,[object Object],BRAND MUST BE ,[object Object],A BENEFIT, ,[object Object],A MISSION, ,[object Object],A REASON TO BE,[object Object],A PROMISSE,[object Object]
?,[object Object]
PLACE BRAND,[object Object],AN ASSET WITH ,[object Object],A HUGE,[object Object],ECONOMIC AND,[object Object],SICOLOGIC,[object Object],VALUE,[object Object]
PLACE BRAND,[object Object],Development of an image and its communication to their potential audiences, based on positive values and perceptions, from local attributes - innate or developed - that make it a unique place.,[object Object]
2. RESEARCH GOALS,[object Object],2. BUILDING CITY BRANDS,[object Object]
 recourses,[object Object], internal motivtion/mobilization,[object Object],…,[object Object],Creative design?,[object Object],WHY,[object Object],?,[object Object],FOR WHOM,[object Object],?,[object Object],External: Tourists, Investors, Talents, Central Gov., others countries or institutions…,[object Object],Internal: Residents, local businessmen, local institutions …,[object Object],WHIT WHAT,[object Object],?,[object Object],Products/services,[object Object],Positioning,[object Object]
CITY MARKETING MIX,[object Object]
DNA,[object Object],HERITAGE,[object Object],history,[object Object],culture,[object Object],language,[object Object]
SKELETOR,[object Object],STRUCTURES,[object Object],educational,[object Object],cultural,[object Object],leisuresports,[object Object],health,[object Object],security ,[object Object]
CIRCULATION SISTEM,[object Object],NETWORKS,[object Object],roads,[object Object],transportations,[object Object],communications,[object Object],water and urban waste,[object Object]
AESTHETIC,[object Object],architecture,[object Object],urban signs and furniture,[object Object],Image logo,[object Object]
VOICE,[object Object],advertising public relations events,[object Object]
3. RESEARCH GOALS,[object Object]
[object Object]
BRAND CITIES PEOPLE  PERCEPTION
APPLY MARKETING CONCEPTS TO PLACES AND CITY BRANDS
 DEVELOPED AN ANALYSIS TOLL  FOR CITY BRANDS,[object Object]
identity mix,[object Object],NAME,[object Object],BRAND,[object Object],marketing,[object Object],mix,[object Object],image,[object Object],mix,[object Object],MISSION,[object Object],IMAGE,[object Object],Lencastre (2001),[object Object]
CITY IDENTITY MIX,[object Object],LOGOS,[object Object],NAMES,[object Object],IMAGES,[object Object],SOUNDS …,[object Object],NAME,[object Object],CITY,[object Object],BRAND,[object Object],CITY,[object Object],IMAGE MIX,[object Object],PRESENCE THE PLACE POTENCIAL PULSE PEOPLEPRE-REQUISITES,[object Object],CITY,[object Object],MARKETING MIX,[object Object],ADN,[object Object],SKELETOR,[object Object],CIRCULACION SISTEM,[object Object],AHESTHETIC,[object Object],VOICE,[object Object],MISSION,[object Object],IMAGE,[object Object],(Anholt, 2006a),[object Object]
4. RESEARCH QUESTIONS,[object Object]
Q1.How to develop a city brand  MARKETING MIX ?,[object Object],Q2.What is the relationship between city BRAND SIGNALand its MISSION?,[object Object],Q3.How do PUBLIC perceive city brand?,[object Object],Q4.What is the relationship between city BRAND MISSION and city IMAGE among its stakeholders?,[object Object]
CITY,[object Object],BRAND,[object Object]
5. CASE STUDY,[object Object]
City Brands Management

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City Brands Management