Pechakucha_Place Branding

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Brand-ning

What isbrandning? • A proces that makes it possible to sell a

product to new customers, and also still can be sold to old customers

• This takes place by having a clear and consciuos profile, that creates an emotional image, and by using marketing and advertising finds new and old loyal customers

• The brand is the whole entity of the product, and the STORY about the product

• Something more than just marketing

• Adding stories, values, emotions, pictures to a product (or building it into it)

CITY BRANDING

Process of enhancing the image of a place by communicating its positive value, attributes, and perception, based on strategic positioning, to differentiate the place from its competitors that make it a unique city.

It is the place’s reputation or image or impression or perception among those people that cares about it,such as citizens, potential investorsand visitors.

citybranding

WHY? Highlight the competitive advantages of the city Encourage economic development Enhance appeal where competition is intense amid globallisation Attract investors, tourists, talents, etc Promote and co-create a shared vision for the nation/city Attract young professionals

FOR WHOM?EXTERNAL | investors, other istitution, industry, companies, tourist,...INTERNAL | residents, local bussinessment, local institution,..

WITH WHAT?people – products - services – events – activities – culture – history – architecture –infrastructure – streets – landscape …

Elements

Brand positioning : The identification of the competitive advantage of a nation/city’s soft

and hard criteria in the areas of business, tourism, living, etc. Theorientation of nation/city – its vision, mission and values

Core values : The philosophy, vision and values that a city aspires to

Attributes : The distinctive and identifiable characteristics possessed by a

nation/city

Visual identity : A part of the brand which is represented by symbols, graphics, distinct

colors or fonts. It can easily be recognized and remembered, but cannotbe pronounced

Brand positioning

Core values AttributesVisual

identityCITY

BRANDING

Source:Housing and Building National Research Center (HBRC Journal)

The Great Garuda to save Jakarta

Branding urban project

Historical building

Branding city life

Signature architecture

City form

Media generate image

SO... An ASSET with a HUGE economic and sociologicVALUE.

Its all about IMAGE and REPUTATION.

Branding (place) is NOT A COSMETIC – its aboutcreating and defining A VISION and aims that willENGAGE AND INSPIRE the target audience.

..thank you