BRANDIG

RE

BY TBILISI CITY

ProductPrice

Access

MarketCommunication

Employees

Business IdeaStrategyVision

Brand

The brand is an image of a company or a product or a cityThe brand is the result of everything that the city does,

which the individual is exposed to

WHATISABRAND?

BRAND=LOGO?

The Top 15 U.S. City Slogans1. What Happens Here, Stays Here. Las Vegas, NV 2. So Very Virginia. Charlottesville, VA 3. Always Turned On. Atlantic City, NJ 4. Cleveland Rocks! Cleveland, OH 5. The Sweetest Place on Earth. Hershey, PA 6. Rare. Well Done. Omaha, NE 7. The City Different. Santa Fe, NM 8. Where Yee-Ha Meets Olé. Eagle Pass, TX 9. City with Sol. San Diego, CA 10. Where the Odds Are With You. Peculiar, MO 11. Where Your Ship Comes In. Gulfport, MS 12. Soul of the Southwest. Taos, NM 13. Experience Our Sense of Yuma. Yuma, AZ 14. The City Was So Nice They Named It Twice. Walla Walla, WA 15. There’s More Than Meets the Arch. St. Louis, MO

BRAND=SLOGAN?

Trademark = Name & Logotype

Brand = ”What we STAND for; our PROMISE”

WHATISABRAND?

...how you want

it to be perceived

Your Brand

Branding is all about communication…assuring that your brand is perceived the way you want it to be perceived…

BRANDINGISCOMMUNICATION

“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar things, with similar prices and similar quality.”

Kjell Nordström and Jonas Ridderstråle,Funky Business

EVERYTHINGISSIMILAR

Strong brands are NOT everything for everybody

There are always someone who DOESN’T like the brand

Branding is all about making choices –usually about deciding what NOT to do:

Transaction Brand Relationship Brand

TWOTYPESOFBRANDS

• Introduced by INDUSTRIALISM

• Product & content focused

• Slow & expensive to create (20-50 yrs)

• Mass marketing (TV commercials)

• Difficult to extend into new categories

• Innovation: One BIG well-tested innovation

• Loyalty is a state of wallet

• Pressure to humanize and stay relevant

• Transaction marketing creates risks

TRANSACTIONBRAND

• Introduced by INTERNET

• Connectivity focused

• Faster to build compared with equally valued transaction brands (5—15 years)

• Easier to extend into new categories

• Less traditional media marketing instead web, events, sponsoring, co-branding

• Constant flow of small innovations involving customers (type beta-testing)

• Loyalty is a state of mind

• Story telling, dream selling, refreshing narrative important

• Relationship branding creates opportunities

RELATIONSHIPBRAND

CITYBRANDPROCESS1. Internal Research

2. External Research

3. Brand Platform Workshop with all stakeholders

4. Brand Identity & Design

5. Internal Education

6. External Education (Public Relations)

7. Internet Action and Advertising

BRANDEXPERIENCEJOHNSON & JOHNSON NESTLÉ

MARS SEB NORDEA MICROSOFT VIRGIN RATIONAL

SOFTWARE VISMA BMW-ROVER

BORKUM RIFF MACKMYRA AIRBUS TRYGG-HANSA ARLA FOODS SWEGON VODAFONE COOP SCANDINAVIA SONY

ERICSSON

NOKIA METSÄ TISSUE

GAMELAND TELIA

VOLVO RETAILHOUSE GARDE SECURITY TELE5

AXFOOD SCANDINAVIAN AIRLINES, SAS

INGMAN FOODS PROCTER & GAMBLE X-CHANGE

SPRING MOBIL BRAINHEART CAPITAL BALTICA BREWERY HOLDING KISTA SCIENCE CITY

STOCKHOLM CITY SCANIA

WORKING GROUP/ PROCESS

PRODUCT

POSITIONING

STYLING

MISSION/ISSUE

VISION

VALUES

Brand Motto

What is the benefit and experience for the visitor, citizen orthe business community?

Why is our city brandbetter than or differentfrom those of our competitors?

What characterizesthe style of our city brand -image, feel, tonality etc.?

What issue does the city drive locally or globally.

What responsibility do we take environmentally,

for health or for humanity?

The brand can defineits own future: in what

position do we want to be?

What makes the citybrand trustworthy as

a friend?

CITYBRANDCODE

PRODUCT

POSITIONING

STYLING

MISSION/ISSUE

VISION

VALUES

The City ThatLoves You

An involving, accessible,comfortable, well locatedmeeting place in Caucasus withopenness and hospitality

The capital bridgingcultures, history &modernity with a passion for knowledge, business & entertainment

Warm & welcomingCharming & addictiveCreativeEclecticTastefulGreen

The spring of freedom andfriendship in life and business

A contemporary metropolisof wisdom and knowledge,the world-leading businesscluster of the youth andhealth preserving industry

ToleranceRespectHumanismCaringLiving traditions

OURRESULTIS

TBILISI PLACE BRAND DEVELOPMENT: ACTIVITY AND

COMMUNICATION PLAN‣ Tbilisi branding and marketing aims & brand communication goals‣ Tbilisi brand platform with brand mind space and brand motto‣ Tbilisi strategic and symbolic brand building activities‣Tbilisi target groups‣Communication messages, channels and activities‣Linking Tbilisi brand platform and city development strategy

I amsterdam

TBILISI PLACE BRAND COMMUNICATION ELEMENTS

RESEARCH STUDIES

Youth & HealthPreservation

WINE CENTER

STAR COOKING

TOP SPA

GARDEN EDEN

FINGER THEATER

MEETING PLACE

COMMUNICATION

MESSEGES, CHANNELS

VISUALITY/DESIGN

ONE LANGUAGE

THANKS

BACHO DOLIDZEINVESTOR SERIVCE & CITY MARKETING DEPARTMENTECONOMIC POLICY AGENCYTBILISI CITY HALL

INVEST@TBILISI.GOV.GE