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Place Positioning &
Branding :
Strategic Tools & developments
The strategic positioning of a city
brand have to consider all the visions
& outputs of the framework in order
setting the key competitive vision in
relation of a chosen frame of
comparison
City Positioning Model

                 whom
                       Relevant target markets   how
what
                 where
  City driving                                   Competitive &
 dimensions &        Competitive city frame      differentiation
 opportunities     Model o segment to compete        city positioning
                                                        statement
                 why
                          Key superiorities
City Positioning Process
                                                                              Targeting Strategy Summary

                       City management
   Secondary            representatives
      data




                                              Driving dimension opportunity
                                                                                 Competitive windows
Research & data                                                                     Target
   collection     3D competitive workshop                                                                   POSITIONING STATEMENT
                                                                                    Frame

                                                                                    Superiority promise


    Primary
     data
                      City Branding Team




                                                                                   Key Superiorities




                                 Discussion                                      Hypothesis deliberation   Conceptual alignment
City Brand Model
  The aim of this model is to build the content of
  the brand meaning (what) from the functional
  and emotional dimension in order to concrete
  the elements that will give uniqueness to the
  brand (how) and the way it will perform for the
  different targets (whom).
City Brand Building Model
                                                                               Why     Competitive Strategic Framework


                                                                               What for           Brand Positioning


Whom                                                        Perceived competences                                              Perceived engagement
                                                                                                   Brand
                                                                 RATIONAL                         Essence                            EMOTIONAL




                                                                                                                                                      People Growth &Enjoyment : Leisure/Cultural
                                                                DIMENSION                                                            DIMENSION
                                                                                                  What
       Performing & profits expectations : Business




                                                         Core Brand
                                                         foundations                         Perceptual City
                                                                                              Brand Model




                                                                                              Key Values


                                                                                                     How
                                                        Performing Guide
                                                              lines          Unique personality               Identity footprint ownables


                                                                                            Durable Brand Idea

                                                                              Residents People Ownership & contributions
CBBM Process 1
                                                                                               Definition          Brand
                                                                                               key brand        inspirational
                                                                                                 values           essence
                                 POSITIONING
                                                                                            Brand Foundations
                                               Main        PERCEIVED
Multidimensional
                                               framework   COMPETENCES
Quantitative             Insights &
Research                 social                            (performing and
                         demands                           functional
Projective +                                               attributes)
Motivational Target          WORKSHOP                                                        Brand attitude    Visual identity &
Encounter                                                                                    & personality         ownable
                                                                                                 profile          footprints
                                                           EMOTIONAL
City Cultural Analysis                                     ENGAGEMENT
                                               Knowledge   (values creating                 Performing Guidelines
                                                           involvement)
                               EXPERT TEAM
                               BACKGROUND


                                                           BRAND IDEA DEVELOPMENT

                                                             Exploration      Themes/                          BRAND IDEA
                                                                                                Storytelling
                                                             process          territories                      Best Line
CBBM Process

                Travellers,        Business          Residents

                            Targeting Brand Idea
Brand idea
                   Determine how the brand idea performs
                    and fits in each of the target approach
                           Relevant drivers descriptors

                 Personal growth    Economic          Emotional
                 Enjoyment          performance       engagement
                 Leisure            Stability &       Ownership
                 Tourism            development
Strategic Communication Process

              Strategic & Marketing            Communication                        Brand
                  Planning Input               Planning Process                   Platform Input
                                  What                                       Where
            Who                                            What
                                   for                                       & How
                                                                                 Communication
               Communication          Communication         Communication
                                                                                on Paid, Owned
                  Targets               Objectives            messages
                                                                                  & Earn media



     Communication                                     Communication                         Communication
      Owned Media                                        Paid Media                            Earn Media

City owned media exposure             Media Presence                   Content Development

                                Guidelines & Orientation               Media Relation ship

                                                                            Social Media

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Place Positioning & Branding Toolkit

  • 1. Place Positioning & Branding : Strategic Tools & developments
  • 2. The strategic positioning of a city brand have to consider all the visions & outputs of the framework in order setting the key competitive vision in relation of a chosen frame of comparison
  • 3. City Positioning Model whom Relevant target markets how what where City driving Competitive & dimensions & Competitive city frame differentiation opportunities Model o segment to compete city positioning statement why Key superiorities
  • 4. City Positioning Process Targeting Strategy Summary City management Secondary representatives data Driving dimension opportunity Competitive windows Research & data Target collection 3D competitive workshop POSITIONING STATEMENT Frame Superiority promise Primary data City Branding Team Key Superiorities Discussion Hypothesis deliberation Conceptual alignment
  • 5. City Brand Model The aim of this model is to build the content of the brand meaning (what) from the functional and emotional dimension in order to concrete the elements that will give uniqueness to the brand (how) and the way it will perform for the different targets (whom).
  • 6. City Brand Building Model Why Competitive Strategic Framework What for Brand Positioning Whom Perceived competences Perceived engagement Brand RATIONAL Essence EMOTIONAL People Growth &Enjoyment : Leisure/Cultural DIMENSION DIMENSION What Performing & profits expectations : Business Core Brand foundations Perceptual City Brand Model Key Values How Performing Guide lines Unique personality Identity footprint ownables Durable Brand Idea Residents People Ownership & contributions
  • 7. CBBM Process 1 Definition Brand key brand inspirational values essence POSITIONING Brand Foundations Main PERCEIVED Multidimensional framework COMPETENCES Quantitative Insights & Research social (performing and demands functional Projective + attributes) Motivational Target WORKSHOP Brand attitude Visual identity & Encounter & personality ownable profile footprints EMOTIONAL City Cultural Analysis ENGAGEMENT Knowledge (values creating Performing Guidelines involvement) EXPERT TEAM BACKGROUND BRAND IDEA DEVELOPMENT Exploration Themes/ BRAND IDEA Storytelling process territories Best Line
  • 8. CBBM Process Travellers, Business Residents Targeting Brand Idea Brand idea Determine how the brand idea performs and fits in each of the target approach Relevant drivers descriptors Personal growth Economic Emotional Enjoyment performance engagement Leisure Stability & Ownership Tourism development
  • 9. Strategic Communication Process Strategic & Marketing Communication Brand Planning Input Planning Process Platform Input What Where Who What for & How Communication Communication Communication Communication on Paid, Owned Targets Objectives messages & Earn media Communication Communication Communication Owned Media Paid Media Earn Media City owned media exposure Media Presence Content Development Guidelines & Orientation Media Relation ship Social Media