Бренд как инструмент Pēteris Šķiņķis Business Support for Sustainable Development – Business Matryoshka

«Брендинг (branding) это долгосрочный план создания и поддержания уникальной (отличной от других), позитивной и конкурентоспособной репутации /Competitive Identity/ дома и за рубежом Это достигается при использовании стратегического согласованного и понимающего потребителей подхода к инновациям формированию политики международному сотрудничеству демократии инвестициям развитию экспорта туристическим и культурным отношениям Маркетинг и коммуникация включены в этот процесс, но это не первичные средства, формирующие бренд места»

Новые мировые веяния в развитии городов заключаются в том, что в создании бренда города значительную роль играет «творческий класс (Creative class)» Творческий класс или работники идей это люди в науке, инженерных отраслях, архитектуре, образовании, искусстве, музыке, развлечениях, экономическая функция которых – создание новых идей, новых технологий и/или творческого содержания

How Competitive Identity works Have a great strategy Have great on-brand ideas Execute them brilliantly Tell the world about them

How Competitive Identity works strategy + substance + symbolic actions = success

What makes a country admired: Culture proxy for advanced civilisation with self-respect and learning; represents the people and their values to the world. Technology proxy for advanced economy and intelligent, well-educated and creative population, fully engaged in the global marketplace for ideas, talent and commerce. Tourism gets people visiting, brands the land, builds warmth into the brand and creates many advocates – but only if the product lives up to expectations. Ecology proxy for a responsible, modern player in world affairs, beyond the primitive stage of selfish wealth creation or warmongering. Internationalism because successful, modern countries are thoroughly engaged in global society and the community of nations. Quality because everything such countries make and do is done and made to world-class standards.

How the World sees Poland

Paris – Romantics, Milan – Style, New-York – Energy Washington – Power Tokyo – Contemporaneousness Barcelona – Culture, Rio-de-Janeiro – Fun These are City Brands, and they are strictly connected with history and fate of these places

Nizhny Novgorod – Pocket of Russia Saint-Petersburg – cultural Capital Rostov-na-Donu – Gates to Caucasus area Rzhev – river Volga first City Moscow – Capital; Business, Scientific, Tourist Center of Russia

Latvias Branding Strategy II Do brand Rīga 1. Cities are easier than countries 2. Rīga already has a better brand than Latvia 3. It is a place of acknowledged international consequence - by historical and geographical right 4. It has a stronger visual identity than Latvia: Rīga looks like itself 5. It is more internationally-minded than Latvia 6. It is more modern than Latvia 7. It has unchallenged regional supremacy: Estonia might be a bigger brand than Latvia, but theres no way Tallinn or Vilnius are bigger brands than Rīga.

Rīga: fifth Nordic capital

Riga Riga new North star

Marketing Agency 1. Talent Scout 2. Talent Builder: Cross-fertilization Innovation Culture building Funding Expertise 3. Project Creator 4. Communications Hub 5. Evaluation and Research

Competitive Identity Think-Tank 1. Driving the strategy 2. Setting the agenda 3. Connecting people and institutions 4. Lobbying government 5. Maintaining the momentum 6. Indentifying and enrolling new partners 7. Making international links

Substance and Symbolic Actions Culture (= Rīga is a class act) Design (= Rīga has style) Technology (= Rīga is modern) Environment (= Rīga cares) Business and Leisure Visitors (= come and see for yourself) + international + quality

A.Pankrukhin 17 Aggregate image-radar of seven capitals One of Political Centers I want to visit this City One of Economic Centers High Life Level Negative Events Positive Events I want to live in this City One of Historical Centers I often hear something about this city K h a b a r o v s k N o v o s i b i r s k E k a t e r i n b u r g N i z h n y N o v g o r o d R o s t o v – n a – D o n u S a i n t P e t e r s b u r g M o s c o w Saint Petersburg Moscow Nizhny Novgorod I like the habitants

A.Pankrukhin 18 How Russians apprehend Moscow One of the political centers Life level is high I want to visit this city I want to live in this city One of the historical centers Positive Events Negative Events One of the economic centers I like the habitants I often hear a lot about this city Russians Muscovites Central area

A.Pankrukhin Sochis Brand Building Sochi isnt well-known abroad. Its Brand may include: 1. Unique location (Climate, Mountains, Sun, Snow, Sea) 2. Numerous excursion programs: through the City, sightseeing, sea and mountains trips 3. Vigorous hotel infrastructure 4. Developed infrastructure of public catering and of entertainment 5. Transport infrastructure 6. Mountain skiing resort

A.Pankrukhin 20 In Russia Sochis Brand always existed as all-russian Health Centre The Name of city passed into Russian Proverbs about expensive and exotic living: If had a knowledge of all playing cards – then could live in Sochi Sochis Nights are dark

A.Pankrukhin 21 Sochi City Emblem Mountains Palms Ecology Sky Sun Sea

A.Pankrukhin Sochi new Logotype Now Sochi is not only russian health resort but a trade mark too Visual Sky, Sea, mountains, sun and green landscape dinamically reflected in logotype by brilliance colours: blue, green and yellow. These are basic colours painting city. Slogan: Warm reception – the whole year round Registered owner – City Administration

A.Pankrukhin International brand starts from new page Start: Sochi as Political and Business Centre

A.Pankrukhin Interest grows to Sochis Property In 2006 prices for new buildings have rose 50% in compare with In the centre of Sochi the prices of 1 m 2 goes up to $8250 for elite property

Благодарю за внимание вопроси …

Практическое занятие 7. Разработка бренда для 2-3 городов Ленинградской области