From Selling the City to City Branding. A Critical Perspective

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

Eduardo Oliveira
e.h.da.silva.oliveira@rug.nl
14 January 2014
University of Groningen

Selling

Urban planning

City
Marketing

Branding

From the idea of branding places…

…to place branding and its
territorial application...

Contents
25’

25’

different scales
(neighbourhood, city, region, country)

90’
20’

20’

(destinations,
investment,
talent, tourist)

City branding

Evolution of the
discourse

different
scopes

Place Branding

explained
90’

Critical issues
and
challenges

Real world
Examples

Bringing a critical perspective…

Place Branding: Evolution of the discourse
Places

Brands

Place
Marketing
Place
Branding

Marketing

Countries
Cities
Regions
Destinations
Cross-border

Spatial Plannning


Stage - Corporate Branding
Stage - Planning instrument
Stage - Place Promotion

800

1980

1990

2000

Place promotion

Promoting / Selling
What? – places (and
agricultural activities)

800

mm-dd-yy | 26

1980

Place Promotion

800

mm-dd-yy

1980

City

1910

Objective: Industry

Multiple objectives

Place Promotion

Objective: Housing

800

1980

Economic Development

Place Promotion
Promoting / Selling
What? – Cities (and holidays)

800

1980

Place Promotion

800

1980

California, US
1920

Place Branding? Really?

Today


Planning instrument

Expectations / Enhancing
Citizens and Communities needs

Evolution regarding the failure of
traditional planning instruments
1970s – dissatisfaction


Stage - Corporate Branding

Stage - Planning instrument

Stage - Place Promotion

800
2000

1980

1990

Place Branding: Evolution of do discurso
Marcas Territoriais: Evoluçãothe discourse
Aaker, (1996)

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

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.

Simões & Dibb, (2001)

The brand is expressed through the company’s mission,
core values, beliefs, communication, culture and overall
design. A place/city brands “expresses” – place/city
Knox & Bickerton, (2003)

A corporate brand is the visual, verbal and behavioural
expression of an organisation’s unique business model.
Corporate branding draws on the traditions of product
branding, in that it shares the same objective of creating
differentiation and preference.

Aaker, (1996)

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.

Hankinson & Cowking, (1996)

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

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).

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

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

Critical perspective…

Questioning Richard Florida
Existence 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?

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

Place Marketing

Corporate Branding
Creative city

Urban studies

Place Branding

Countries

Regions

Cities

Destinations

Place Branding

Cities
City Branding

Branding
(strategic, 1st)

Marketing
(eventually)

Hankinson, (2010)
From the genesis till consolidation as a concept

Place Branding: different scales

: Google imagens

Place Branding multi-objectives
Strategic
networks
Synergies
Development
&
Competitiveness
Local Values
&
Inclusive

Attractive and
competitive
image

Structural change

Environment
&
Sustainability

Strategic Spatial
Planning
Instrument
Social Justice
&
Participation

Place
Management

Plan-React-Proact

Critical perspective?

Theory

Practice

Place Branding (City Branding)
mm-dd-yy | 50

Why?

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

However…

Places are complex entities

The growing complexity

The persistently uneven development
The rise of new technologies
The financial and economic crisis
The changes in production processes
The globalisation of culture and the economy
The ageing of the population
The environmental issues
Albrechts, 2010;2013

Place Branding and Place Brands: Theory without facts

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 (if applied to cities is city branding)
Oliveira (2014)
Is not a magical solution
Does not work instantly

Ashworth (2011)
The paradox at the heart of
place branding is that it has
been widely embraced
by
place
management
authorities world-wide as a
panacea for a bewildering
diversity of economic
and social ailments.

Place Branding and Place Brands: Communities 1st

Place branding has the
capability of providing
something for everybody,
only because, and only when,
they are created by
everybody


Topophilia (love of place) v.s. Topophobia (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)

Place Branding from theory to practice

Do all place’s need place branding?

Google Images


Do all place’s need place branding?

This is Geographical nomenclature - product marketing through places

Create advantage, or

Make it difficult…

Negative perceptions

 We confuse the brand and the product;
 Negative image;
 Does not represent values, identities.

Takes time to change
minds

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 travellergenerated ratings

Challenges?

Polish Nurse

Takes time to change perceptions

Polish Plumber

Place Branding realistic and honest
What is place branding

Place Branding - brandingpainful truth
What is place telling the

What is Place Branding?
Hankinson, (2010)

After years of separate development, there has recently
been a convergence between the academic domains of
urban policy, tourism and mainstream branding
This the paradigm of place branding.
resulting innew emergencemeans that ambitious cities
must proactively shape and influence what the world thinks of
them and
Urban & Planning
position and market themselves with strategic intent.
In the urban policy domain, the focus is on the economic
development of towns and cities based not only on
tourism, but also on other areas such as retailing, financial
and cultural services.

Kalandides, Kavaratzis & Ashworth, 2010
If BRANDING is a part of
marketing, then branding is:

 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.

If BRANDING is WIDER than
marketing, then branding is:

 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;

Baker, (2012)

Branding

Marketing

Baker, (2012)

Strategic toolkit

Baker, (2012)

Out of marketing dep.

Mix of disciplines

Baker, (2012)

Place Brand

Place Branding

Hankinson & Cowking, (1993)

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’

Ashworth & Kavaratzis, (2009)

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.
(…) 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

Ashworth, (2010)

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

Smyth, (2005)

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…
Exchange relationships between other geographical unities

Enhance their strengths
Earn competitive advantage
Achieve progress
Multisectorial development
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.
Rainisto, (2003)

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


Place branding as a long-term strategic activity.
Anholt, (2003)

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


Strategic Thinking

Dinnie, (2011)

Introduction to the Theory of City Branding

 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…

From the genesis till consolidation as a concept
Marcas Territoriais: Evolução do discurso
Hankinson, (2010)

City Branding

Kavaratzis & Ashworth, (2005)

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

 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

Kavaratzis & Ashworth, (2005)

From city marketing to city branding: Towards a theoretical
framework for developing city brands

 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.
An example might be useful here

#traps on place/city branding
The application of logos

 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.

Dinnie, (2011)

Introduction to the Theory of City Branding

 Part of the complexity of city brands derives from
their obligation to address the needs of a spectrum of
fundamentally different target audiences.

 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.

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
Cities depend on their residents diverse, skilled, and
environmental vibrancy. Maintaining afor economic, social,
cultural and environmental vibrancy.
satisfied residential
population is vital for aa diverse, skilled, and satisfiedcould
Maintaining city since their disenchantment
trigger
residential population is vital for a city since their
a disenchantment could trigger a vicious downward spiral.

and
environmental vibrancy. Maintaining a diverse, skilled, and
population is vital for a city since their disenchantment could
trigger
a

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

and
environmental vibrancy. Maintaining a diverse, skilled, and
population is vital for a city since their disenchantment could
trigger
a

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

City Branding

Highlight assets

Strategic Planning

Links?

Envisioning -Visions

Communication
message

Common objectives

The national program for spatial planning
Common engagement

Create identity

Inclusiveness
Radical change
spatial context

Dynamic
creative process

Strategic thinking towards a city branding strategy

Instruments of Place Branding also applied by cities?
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.
Ashworth, (2009)
 Signature buildings and design
 Flagship building
 Signature Design
 Signature Districts
 Personality association
 Event Hallmarking

Reputation

Local planning
instruments are widely
used by places in order to
pursuit local or regional
objectives

Stimulate development

Attracting
visitors & capital


Personality association

Gaudi
Barcelona

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.
Ashworth, (2009)

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

Can we design a city brand with the events?

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.

Events

 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.

Celebrating success, or on the way to fail?

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.

Events hallmarking

Successful
stories?!

Many
Failures?!

Celebrating success, or on the way to fail?

Events hallmarking

Success

 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.

COMMUNITY SUPPORT

From traps to topophobia

The colours & logo challenge


The slogan challenge
Country slogans

Significance
No specific message

Geographical significance

Geographical significance


Taglines

Significance
No specific message

Fun, Memories

Geographic significance

Everything for all


Taglines

Significance
Everything for all

Fun, uniqueness

No specific message

London’s
City branding
strategy
crisis

Fashionable
slogans as a result perhaps
of their necessity to
convince political
decision-makers who place
a premium on novelty,
succinctness and simplicity.
A strong city
brand relies on more than just
its communications: the city
must take action
as part of its strategic plan.

Slogans and logos
may be useful
practical
instruments in a
place branding
strategy but
they are not the
strategy itself.

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

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

http://thecnnfreedomproject.blogs.cnn.com/category/every-da

City Branding, future thinking and key words

A NETWORK APPROACH

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;
 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;

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

http://www.brabantsmartsolutions.com/

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

Some examples

City-Region

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

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

Inspiring
Capital

This brand began with the project
team taking a good look at the
Edinburgh city region

Enjoy
Edinburgh

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.

Some examples

Essence

Is Inspiring Capital.
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.

Personality

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

Some examples

Values

Brand Pyramid

 Inventive
 Visionary
 Rich diversity
 Striving for excellence
 Sincere warmth
 Understated elegance

Some examples

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/

What is City Branding?
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

Anholt, (2003)

The Anholt-GfK Roper City Brands Index
 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

Business - Trade - Tourism
EFFORTS

Anholt, (2003)

The Anholt-GfK Roper City Brands Index

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

Anholt, (2003)

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

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 also
looks 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.

mm-dd-yy | 146

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

The Anholt-GfK Roper City
Brands Index

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

The

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

City brand strength

mm-dd-yy

City assets

mm-dd-yy

+ Assets + Brand+ Value + Strength

Recommended literature

(Oliveira, 2014) Colourful logos, dark realities
http://placesbrands.com/colourful-logos-dark-realities/

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

(Oliveira, 2013) Once upon a time in Istanbul
http://placesbrands.com/once-upon-a-time-in-istanbul/

Thank you
(references upon request
via email)

Eduardo Oliveira
e.h.da.silva.oliveira@rug.nl

Questions?

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