THE BRANDING OF CITIES

Churkina Ksenia Group A1

What motivated

peopleto come in this

city and not another?

THE BRANDING OF CITIES INCLUDES: the impression made by a city, its

contribution to world progress; beauty and a district climate; economic and educational potential, rhythm of life or quantity of fascinating

classes which can be in this city; favorable conditions for rest and tourism; the general safety and friendliness of

inhabitants.

A brand — clear, compelling and unique — is the foundation that helps to make a place desirable as a business location, visitor destination or a place to call home.

o Sightseeing and historical attractions; o Food and restaurants; o Good shopping

RESULTS OF SAFFRON CONSULTANT’S RESEARCHING

Cities Assetscore

Assetrank

Brandstrength

Brandrank

Utilizationscore

Utilizationrank

Amsterdam, Neth. 83 5 96 3 115% 3

Athens, Greece 73 10 80 10 110% 8

Barcelona, Spain 86 3 96 3 112% 4

Berlin, Germany 70 16 96 3 137% 1

London, UK 88 2 97 2 110% 8

Paris, France 89 1 99 1 111% 7

Prague,Czech Republic

72 11 83 8 115% 3

Stockholm, Sweden 72 11 85 7 118% 2

I Love New York is both a logo and a song that are the basis of an advertising campaign have been used since the mid-1970s to promote tourism in New York City

THIS POSITIONING OF A CITY ASSUMES AS A CARD I AMSTERDAM FOR TOURISTS WHICH GIVES VARIOUS PRIVILEGES FOR A PARKING, VISITING OF MUSEUMS, RESTAURANTS AND SO ON.

Paris - an ideal example of how sights influence city branding. The city has been named by smart, charming, fashionable, associated with spirits and names Chanel and Dior.