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PART 1. CITY BRANDING
The City Globalization and the rapid technological advancements have transformed the ways in which the major cities now function. They are the centers of the world economy based on services, as well as the place for the development and marketing of products and innovations (Sassen 1991).
The Brand The brand is more than a name given to a product; it embodies a whole set of physical and socio-psychological attributes and beliefs. (Simoes & Dibb 2001). “I would say that anything for which you can construct a mental inventory is a brand.” (Wrench 2001).
The City Branding -What is city branding? -The implementation of coherent strategies with regard to managing the resources, reputation and image of cities (Dinnie 2011).
City branding centers on people’s perceptions and images and puts them in the heart of orchestrated activities, designed to shape the city and its future (Kavaratzis 2008).
As cities compete globally to attract tourism, investment and talent (Dinnie 2011), successful branding can turn a city into a place where people want to live, work and visit (Salman 2008). The 4 Trends in City Branding
I. Cultural Branding, based on the cultural production of the city II. Event Branding, based on mega-events such as sports games
III. Flagship Construction, based on well-known constructions of famous artists IV. Personality Branding, based on the work or life of an important person
(Kavaratzis & Ashworth 2005, Zervou 2013). Key Issues in the City Branding practice Identifying a clear set of brand attributes to attract multiple audiences Adoption of a network approach in order for stakeholders to participate. Development of a sustainable brand and a sustainable city (Dinnie 2011).
PART 2. THE CASE OF LISBON Greater Lisbon Population: 2.042 million residents 9 municipalities One of the oldest European capitals, the first settlement around 1200 BC
Important Events 1994 European Cultural Capital 2004 European Football Championship 2012 European City of the Year Focal Points Natural environment and rural areas Neighborhoods with distinctive personalities The cheapest capital of Western Europe Rich nightlife Birthplace of Fado, Intangible Heritage of Humanity
Investment
‘Lisboa, an Atlantic Business Plan’: Strategic plan of
attracting inward investment and new talent
‘Lisbon Incubators Project’: Support for start-ups and co
working spaces
Residents
‘Smart LX’: Open source database for the development of smart
applications
‘Study in Lisbon’: Education project for
attracting and sustaining new talents
Tourism
‘Strategic Marketing Plan for Tourism 2007-2010’
‘Lisboa Live’:
Up-to-date communication for the city’s cultural events
‘Lisboa Card’: Access to public transportation,
museums and landmarks
Vision Competitiveness Innovation Creativity
PART 3. THE CASE OF SEOUL Seoul Special City Population: 10.140 million residents 25 districts Established almost 2 millenniums ago as the capital of the Baekjae Kingdom
Important Events 1995 Establishment of the City Marketing Taskforce 2002 FIFA World Cup 2007 Adoption of the ‘Soul of Asia’ slogan Focal Points Advanced technology Popularity of the Korean Wave products and stars Strategic partnerships Manchester United sponsorship Hosting of global conferences Coexistence of traditional architecture and innovative design
Investment
‘International Finance Center Seoul’: Large scale
development for the rejuvenation of the city
‘Seoul Start-up Incubator’:
English-based start-up media channel for attracting
overseas investment
Residents
‘Sharing City Seoul’: Daily cultural and service
sharing platform
‘Digital Media City’: Hi-tech complex for digital
technologies
Local celebrities talking about Seoul
Tourism
Korean Wave Tourism: Tourists visiting Seoul in
order to participate in Korean Wave events
Medical Tourism
Branding to suit different
audiences
Vision Creativity Innovation Smartness Sustainability
REFERENCES o Dinnie K, 2011, City branding, Palgrave Macmillan, Hampshire. o Kavaratzis M & Ashworth GJ, 2005, 'City branding: An effective assertion of identity
or a transitory marketing trick?', Tijdschrift Voor Economische en Sociale Geografie, 96:5, pp. 506-514.
o Kavaratzis M, 2008, 'From City Marketing to City Branding', Rijksuniversiteit Groningen.
o Salman S, 2008, 'Brand of gold', The Guardian, October 1st, available online: http://www.theguardian.com/society/2008/oct/01/city.urban.branding [2014-03-26].
o Sassen S, 1991, The global city, Princeton University Press, Princeton. o Simoes, C & Dibb S, 2001, 'Rethinking the Brand Concept: New brand orientation',
Corporate Communications: An International Journal, 6:4, pp. 217-224. o Wrench C, 2001, 'Should we rebrand Britain?', BBC News, May 8th, available online:
http://news.bbc.co.uk/2/hi/uk_news/1311521.stm [2014-03-26]. o Zervou A, 2013, 'The contribution of music festivals in city branding: The case of
Sónar- Festival International de Música Avanzada y New Media Art de Barcelona', Panteion University.
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