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WELCOME TO PENANG: REBRANDING AND MARKETING THE PEARL OF THE ORIENT ,[object Object],[object Object],[object Object],[object Object]
Place branding concept ,[object Object],[object Object]
Place branding concept II: Marketing Brands  Networks  Residents Tourists  Visitors  Strategic vision  Foreign investment Communication  Places
: Simon Anholt, 2005 How to brand places? Strategy Planning Multisector
: Google imagens Place branding:  Examples
Tourism & life style :http://www.iamsterdam.com/en :http://www.iloveny.com/ : Google imagens Place branding -> Examples:
Place branding examples:  http://www.edinburgh.org/ The  Edinburgh City Region Brand  is a public private  partnership . Edinburgh  as a world influencer in science, education, the arts and business, whose stunning physical beauty and magical atmosphere  always inspires . Main goals: Enhance the reputation  and notoriety among the visitors, investors, looking to the region to live, work and study. Brand of the city -> Inspiring Capital
Internationalization http://www.enterprise-ireland.com/ Enterprise Ireland Enterprise Ireland is the government agency  responsible for the development and promotion of the indigenous business sector .  Mission is to  accelerate the development  of world-class Irish companies to achieve strong positions in  global markets  resulting in increased national and regional prosperity. Place branding examples:  Export Inovation Competitiveness Globalization
: Google imagens Place branding ->  Applications:
:http://www.maribor2012.si/si/ European Capital of Culture http://www.guimaraes2012.pt/ Place branding -> Applications: Special events Maribor -> Slovenia Guimarães -> Portugal 2012
15 th  Century
[object Object],[object Object]
[object Object]
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[object Object]
[object Object]
[object Object],[object Object]
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[object Object],[object Object]
[object Object],[object Object]
[object Object]
[object Object],[object Object]
[object Object],[object Object]
 
PENANG: THE BRAND
[object Object],[object Object]
How important is Tourism? ,[object Object],[object Object],[object Object],[object Object]
Branding Cities ,[object Object],[object Object],[object Object]
SWOT Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Current Branding and Positioning
New York Historical / Cultural Heritage Modern Landmarks Natural Beauty / scenic locations Urban Life Penang London Kuala Lumpur
Tourism in Penang ,[object Object],[object Object],[object Object]
Cultural Heritage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Historical Heritage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Food ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Beaches ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Nature walk and Penang Hill ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Medical Tourism ,[object Object],[object Object],[object Object],[object Object]
Strategies for Re-branding
Primary Attraction Attributes Marketing Strategy Marketing Essentials Niche Markets Docking Station Sports Events MICE Exchange Education Cross-marketing
Thank you

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Branding Penang

  • 1.  
  • 2.  
  • 3.  
  • 4.  
  • 5.  
  • 6.  
  • 7.
  • 8.
  • 9. Place branding concept II: Marketing Brands Networks Residents Tourists Visitors Strategic vision Foreign investment Communication Places
  • 10. : Simon Anholt, 2005 How to brand places? Strategy Planning Multisector
  • 11. : Google imagens Place branding: Examples
  • 12. Tourism & life style :http://www.iamsterdam.com/en :http://www.iloveny.com/ : Google imagens Place branding -> Examples:
  • 13. Place branding examples: http://www.edinburgh.org/ The Edinburgh City Region Brand is a public private partnership . Edinburgh as a world influencer in science, education, the arts and business, whose stunning physical beauty and magical atmosphere always inspires . Main goals: Enhance the reputation and notoriety among the visitors, investors, looking to the region to live, work and study. Brand of the city -> Inspiring Capital
  • 14. Internationalization http://www.enterprise-ireland.com/ Enterprise Ireland Enterprise Ireland is the government agency responsible for the development and promotion of the indigenous business sector . Mission is to accelerate the development of world-class Irish companies to achieve strong positions in global markets resulting in increased national and regional prosperity. Place branding examples: Export Inovation Competitiveness Globalization
  • 15. : Google imagens Place branding -> Applications:
  • 16. :http://www.maribor2012.si/si/ European Capital of Culture http://www.guimaraes2012.pt/ Place branding -> Applications: Special events Maribor -> Slovenia Guimarães -> Portugal 2012
  • 17. 15 th Century
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  • 30.  
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38. Current Branding and Positioning
  • 39. New York Historical / Cultural Heritage Modern Landmarks Natural Beauty / scenic locations Urban Life Penang London Kuala Lumpur
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 48. Primary Attraction Attributes Marketing Strategy Marketing Essentials Niche Markets Docking Station Sports Events MICE Exchange Education Cross-marketing