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How do brands use cities to position themselves in a globalized world? (Answer !)

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How do brands use cities to position themselves in a globalized world? (Answer !)

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A direct answer to the question...

Introduction:

• People and products are brands. However, this concept strongly applies to cities as well...

• Since the early 2000s, many cities have recognized the importance of developing a brand image...They try to attract residents, bolster business, and boost tourism.

• When cities brand themselves it is called place branding. Many cities have made drastic moves to overhaul their current brand to help stimulate investment and growth.

• Unlike mainstream marketing campaigns, branding or rebranding a city requires plenty of thought and consideration.

• Many cities that attempt to rebrand do not carry out sufficient due diligence and research. According to Forbes, an alarmingly high number of branding campaigns fail (86% to be precise).

• Successful campaigns can revive their cities, attracting people to visit, live and work.

City Examples:

A strong identity is vital in a rebranding campaign:

• Paris is considered the ‘city of love’

• Hong Kong is famous for trade.

Source: Salganik, D. (2018) The Ultimate Guide to Branding a City, Smart City, or Municipality. Available at: https://www.visualfizz.com/blog/a-guide-to-branding-a-city/

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How do brands use cities to position themselves in a globalized world? (Answer 2)

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How do brands use cities to position themselves in a globalized world? (Answer 2)

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What ways can a city create an identity?...

Cities cannot be defined by a single image or logo. This is what makes successful rebranding so difficult (especially for larger cities). In general, a city can be defined by many attributes, including (but not limited to):

History and Important Moments

Residents

Geography

Parks

Quality of Living

Culture

Schools

Tourism and Travel

Main Streets or Popular Neighborhoods

Source: Source: Salganik, D. (2018) The Ultimate Guide to Branding a City, Smart City, or Municipality. Available at: https://www.visualfizz.com/blog/a-guide-to-branding-a-city/

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How do brands use cities to position themselves in a globalized world? (Answer 3)

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How do brands use cities to position themselves in a globalized world? (Answer 3)

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What is the meaning of place-doing?

There is no doubt that place branding can do great things for a city’s image. Most cities that go through a successful city rebranding campaign find that their residents, as well as tourists, have an elevated sense of pride for their city. The issue is– what if there are little or nearly no reasons to make your city a destination for tourism?

That is where “Place Doing” or Place Marketing comes in. Place Doing, an awkward phrase for a concept that emerged from place branding, is considered the immersive way of bringing in new individuals to a town that otherwise would not appeal to outside visitors.

In most cases, place doing involves inclusive and immersive ways to attract people, such as live events, a new community attitude, new food destinations, interest-based tourism (i.e. agro-tourism), or business-related growth (for example, a major corporation moving to town).

Source: Salganik, D. (2018) The Ultimate Guide to Branding a City, Smart City, or Municipality. Available at: https://www.visualfizz.com/blog/a-guide-to-branding-a-city/

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How do cities use branding to position themselves in a globalized world?

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How do cities use branding to position themselves in a globalized world?

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Potential considerations a company might ask themselves to use cities to brand themselves:

Will the product sell well in the targeted culture? For example, how Nike appeals to U.A.E audiences in ads is using people who are Middle Eastern then let say someone from Europe.

What language does the country speak? For example, if Apple will be taking their products to Japan, they may have to make their advertisements in Japanese.

Is your target market familiar with your product or service? For example, in developing countries, smartphone brands may not be familiar.

Do you feel comfortable in that country? For example, restaurants that sell pork meat might have to adapt to the culture if they plan on globalizing in the Muslim Country.

What is the infrastructure like? Are there malls you can put your businesses? For example, is it possible for food truck companies to adapt through in specific countries?

At the end, the brands has to be as flexible as possible to expand globally.

Source:

Entrepreneur (no date) How to take your company globally? Available at: https://www.entrepreneur.com/article/159252

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Life Style: How does Dubai brand herself?

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Life Style: How does Dubai brand herself?

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"A Shopaholic Luxurious Lifestyle"

Case Study: Dubai Shopping Festival

“Dubai’s ubiquitous advertising billboards are stage sets that promote the desired personality of an enviable promised land, a place of opportunities where dreams can come true.” Even

“That Dubai has chosen this straightforward, American-style marketing strategy for its image development comes as no surprise for a city with global aspirations. The Dubai brand is built upon a simple narrative and a universal, emotional concept.”

“The city prides itself on being a shopping destination — even hosting an annual Shopping Festival” After all, Dubai Mall is one of the biggest malls in the world.

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Architecture: How does Dubai brand herself?

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Architecture: How does Dubai brand herself?

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Billboards:

“Humongous billboards, spread all along Sheikh Zayed Road, promote Dubai’s ambitious building projects and compound the image of a city obsessed with grandeur and wealth.”

Infrastructure:

Even the Burj Khalifa is used as an advertising “billboard”

Prices range from AED250,000 for the three minutes during weekdays from 8 pm to 10 pm, rising to AED350,000 at weekends. For two three minute impressions any night between 8 pm and 10 pm the price is AED500,000 and for AED1,000,000 you can get five three minute impressions any night between 7 pm and midnight.

Source:

Bidoun (no date) The Dubai brand as cultural identity. Available at: https://www.bidoun.org/articles/dubai-inc (Accessed: 12 February 2021)

Arabian Business (2019) Revealed: How much it costs to get your ad to light up Burj Khalifa.

Available at:  https://www.arabianbusiness.com/media/425927-revealed-how-much-it-costs-to-get-your-ad-to-light-up-burj-khalifa (Accessed: 12 February 2021)