the branding system of the ural region
TRANSCRIPT
The Branding system of the Ural region
Andrey Menshikov
Mentor: Giulio Ceppi
Tutor: Giovanni Lanzone
27th of November 2009
Index
Situation analysis
The Ural region
Benchmarking
The Branding system
The Brand Strategy
The Visual Strategy
The Marketing and Communication Strategy
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Situation analysis
Because…
A Strong Region Brand Will…
Situation analysis
Communicate with authorities and economy
Attract talents and investments
Promote sources of economic value
Enable and/or endorse change
Brand exported goods profitably
Redress stereotypes and cliches
Express a unique core idea
Build global competitive advantage
Serve as a source of differentiation
Link distinct country offerings
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Situation analysis
Investment
Offerings
Websites
Business climate
And Standard of living
Channels
Attributes
Assets
Broadcast
Environments
People
Nightlife
Hotel
Diverse
Terrain
Cities
Carrier
Customs
Exports
Conferences
Imports
Transportation
system
Shopping
Imports
Hygienic
Standards
Local
Arts Local
Cuisine
Tolerance
Police
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Situation analysis
citizens
corporate
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Situation analysis
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Situation analysis
NATURAL BEAUTY
AUTHENTICITY
REST & RELAXATION
FRIENDLY LOCALS
SAFETY
IDEAL FOR BUSINESS
ENVIRONMENTALISM
STANDARD OF LIVING
SAFETY
POLITICAL FREEDOM
Resource: NationalBranding.com
IDEAL FOR BUSINESS
STANDARD OF LIVING
ART & CULTURE
EASY OF TRAVEL
FINE DINING
FINE DINING
FRIENDLY LOCALS
EASY OF TRAVEL
RESORT & LODGING OPTIONS
NATURAL BEAUTY
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
Fuel industry
Metallurgy
Engineering
Power
Chemicals Food Industry
51% 21%
12%
10%
3%3%
Industry
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
Russians
89%
5%
2%3%
1%
Tatars
Ukranians
BashkirsOther
Population
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
Market Drivers / EconomyDuring the 2007 the growth of industrial outputs was 106.3 %, the growth of real
incomes of the population compared to the corresponding period of last year – 106
%. This indicator let the Ural Federal District get on top in the country.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
Market Drivers / Gateway to AsiaUral geographical location is on the border between Europe and Asia
on the international transport route “London-Tokyo”.
Cargo turnover – 309 thousands tons per year.
Warehouse area – 726 thousands square meters.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
Market Drivers / Politics
Ural hosted the 2009 session of Shanghai Cooperation Organization leaders council
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
Environmental drivers / Nature The Urals region is a unique, natural, historical, ethnographic and tourist attraction.
It’s location on the border between Europe and Asia provides a unique and unparalleled
opportunity for guests to observe all of the above.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Environmental drivers / HistoryThe town of Verkhoturye is the largest spiritual center of the Ural, famous
for its architectural ensembles. Here there are 40 churches and ancient monasteries.
Ural region
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Ural region
Environmental drivers The borderline between Europe and Asia A high monument, with “Europe” sign on one side and “Asia” on the other. You may stand on the borderline between the continents, with one foot in Europe and the other – in Asia. If you think of a wish at that moment, it will come true!
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Benchmarking
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Benchmarking
Country-Branded Products
GENERAL COUNTRY BRAND
COUNTRY TRADEMARKS SPECIFIC COUNTRY BRANDS COUNTRY-LEVERAGED PRODUCTS
AFGHAN RUGS
CUBAN CIGARS
EGYPTIAN COTTON
PORT
COLOMBIAN COFFEE
SCOTCH WHISKEY
SWISSWATCHES
FRENCH PERFUMES
BELGIAN CHOCOLATES
AUSTRALIAN MADE“Grown in your ownbackyard”
MADE IN USA“Proudly madein the USA”
TRUE ITALY“This is a trulyItalian Product!”
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Benchmarking
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Benchmarking
Country Region City
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
• Provides the “glue” (consistency) among political, social and economic pillars
• Defines how the region’s own citizens and the world perceive it
• Balances substance and form – perception and reality
• Optimizes strategic objectives across political, economic, export, tourism, etc.
• Creates a seamless connection between the region’s strategic intent, its marketing and its experience
• Delivers a unifying platform that builds synergy, allowing for cross-promotion and public and private sector alignment
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
A region for people• People in Ural are socially connected• Healthy people and communities • Residents and visitors feel safe • Ural is vibrant, accessible, clean and welcoming • A well planned region with a vision of the future
A creative region• More artistic and creative enterprises in the region• Recognition of Ural as a creative region
Economic prosperity• A sustainable and resilient region economy• Business is diverse and sustainable
A knowledge region• Local and international students choose Ural• High quality knowledge infrastructure
An eco-region• A reduced ecological footprint • Ural is better adapted to climate change
A connected region• Ural is connected and accessible regionally, nationally and globally
Lead by example• Respected and credible leadership • Productive, respectful strategic relationships
Manage our resources well• A diverse revenue base • Sufficient resources to meet commitments • An efficient, service focused organisation • The region of Ural employs and retains high quality staff
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Business warm atmosphereBig banks group: Barclays bank, Raiffeisen bank, Unicredit group, Intesa
Sanpaolo group and so on.
Consulates: The United States, French Republic, British, Germany, Austria
and Italian Consulate General.
Hotels (Hyatt, Radisson etc) and offices class “A”
Investmentbusiness development, small-scale business support, fund-rising,
Friendly policy in the taxation system.
EconomyDuring the 2007 the growth of industrial outputs was 106.3 %, the growth of real
incomes of the population compared to the corresponding period of last year –
106 %. This indicator let the Ural Federal District get on top in the country.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
LogisticCargo turnover – 309 thousands tons per year.
Warehouse area – 726 thousands square meters.
HUBThe Ural’s geographic location is on the border between Europe and Asia on
the international transport route “London-Tokyo”.
PoliticsUral hosted the 2009 session of Shanghai Cooperation
Organization leaders council
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
InspiringUrals region is a unique, natural, historical, ethnographic and tourist
attraction. It’s location on the border between Europe and Asia provides a
unique and unparalleled opportunity for guests to observe all of the above.
UniqueKungur Ice cave is the largest plaster cave in Ural, the sixth in the world by
extent and one of the largest karstic caves of Russia.
CulturalThe town of Verkhoturye is the largest spiritual center of the Ural, famous
for its architectural ensembles. Here there are 40 churches and ancient
monasteries.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
EducationThe Ural Branch of the Russian Academy of Sciences (UB RAS) and numerous
scientific research institutes and establishments are situated in Ekaterinburg.
With its 16 state-owned universities and educational academies, as well as a
number of private higher education institutions. Ekaterinburg boasts a highly
educated and skilled population.
MusicA number of popular Russian rock bands were originally formed in Ural.
The “Ural Rock” festival is often considered to be one of the main centers
of rock music in Russia.
Sport More than 100 stadiums
Professional football’s club (finalist of the Cup of Russia)
Basketball’s club is a winner of European Cup
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Use of the shape of letter “U” as the first letter in the name of the region became the graphic solution of the region’s logo.
Letters “U” stand for the four major pillars of the brand strategy: Connection, Green Economy, Nature and Social Impression.
The four letters “U” form a plus sign with their interalphabetic space.
The slogan “Ural. It’s a plus” strengthens the graphic image and creates a synergy of the visual perception of the region’s identity.
Graphic solution of the logo
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Color palette
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Typography
We use handwriting font. The given solution emphasizes personal reference, ease and openness, absence of bureaucratic barriers.
The use of the shape of letter “U” is the basic graphic method in advertising communications. Images should be integrated in leter “U”.
In key words of advertising messages the letter “U” is replaced with the graphic element ‘U” of the logo.
For example: fUture, natUre, Unusual, bUsiness, Unique and so on. Thus we create a unique graphic language that goes across
all communication channels.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Images
Unique
Warm
Innovative
Creative Vibrant
Inspiring
Building a brand is about putting a face to a name. Every image we use contributes to
the way the region is perceived. Imagery should be dynamic, creative and inspiring
and should reflect the brand values.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The marketing and communication strategy of the Ural region is based
on the principle of collaboration with big business working in the territory
of the region. Priority directions of the interaction are the following spheres:• financial (banks, investment groups, insurance companies), • transport (airlines, logistic agencies), • tourism (large tourist operators) • and social (sports events organizers, music labels, educational institutions).
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Banks InvestmentInsurance
AirlinesLogistic agencies
Tourist operators
Events organizers
Music labels Educational institutions
Companies Clients
Marketing Strategy and Communication
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Internal
Internal Audiences Board Members, and all staff
Regional Partners
Regional Policy Partners The marketing department at the government of the region, advertising agency
Principal Delivery Partners
Branding Region leads, Cluster organisations (and members)Local Authorities, other government agencies, inward investmentAgencies, tourist boards, Business Link Ural Region, Universities
Regional Opinion LeadersSenior private sector business leaders, business representative Groups, local and regional media
Other regional stakeholders Private sector, community and voluntary groups, Inward Investment and Business Support clients, general public
National
National Partners and foundersGovernment departments, national government agencies,trade bodies, sector skills councils
National Opinion LeadersGovernment Ministers, the government policy community, other political parties, think tanks, national and specialist media
National Customer and clients Potential investors to the region, other national trade organisations
International
International opinion leaders International trade organisations
International customers Potential Investors and trade organisations and clients
Target audience
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The major initiative of this marketing plan is organizing an international financial
forum. This forum is intended to gather representatives of the world financial elite
and demonstrate to them possibilities of investing and doing business
in the Ural region.This forum is much likely to become a “younger brother” of the
world known economic forum in Davos. The geographic location of the region on
the border of Europe and Asia allows to focus not only on western capital
but also on economy of Asian countries. The preliminary name of the forum “Euro-
Asian International Economic Forum” will emphasize the idea of association.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
At long connection flights the passengers will be offered a free excursion
to the monument on the border of Europe and Asia where they will be able to take
a unique photo standing with one foot in Europe and the other foot in Asia.
Free souvenirs will leave a nice impression about the trip as well as promote
vivid stories told to relatives and friends about it. Advertising in the airport
and on aircraft boards have been selected as the key channels of communication.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Organizing unique international competitions on treasure search together
with the world leading tour operators is the heart of the marketing plan
aimed at increase of tourist appeal of the Ural region. The analogue of these
competitions is the famous “Fort Bayard” show. Participants will be offered
to find hidden in the mountains treasures using a route card. These competitions
will include various routes: walking, mountain biking, jeep lines, rafting, labyrinths
in caves, rock-climbing, etc. Therefore, various routes that can be offered
by unique nature of the Urals will be demonstrated in one event.
Broadcasting of the given competitions on the world leading channels and
in the Internet will attract broader audience and will increase knowledge
about the Ural region and its popularity in the field of tourism.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
It is advised to popularize the sphere of education by creating a student club
that would associate all universities and higher educational institutions of Ural.
Leading enterprises and companies of the Ural region will be involved as sponsors
of “The Ural Student Club”. This will allow to assign new grants
on education and will simplify job search for graduates.
Opening of a net of grocery shops with goods presented by the Ural farmers
will be a quality break in the food sphere. These shops will be positioned as shops
of non-polluting fresh products. This will allow to focus on regional food and cuisine.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Activity Qualitative Measurement Quantitative Measurements
• Number of articles and features
• Estimated advertising cost
• Number of media briefings
• Usage of press releases
Media Relations
Public Affairs• Feedback from MP’s on
communication methods
• Independent survey of MP’s.
• Number of Briefings and
presentations arranged
• Number of people attending
Events• Feedback from audiences at events
• Media coverage of events• Number of attendees at events
• Satisfaction ratings
Marketing Campaigns
& Materials
• Surveys of perceptions of the Agency by
target audiences
• Feedback from customers
• Feedback from partners
• Outputs from campaigns
• Take-up of agency services
• Response to mailings/adverts
• Number of collaborative initiatives
E-Media • Feedback from users/customers
• Comparisons with other RDA websites
• Number of page views compared to public
sector sites
• Number of update/news stories
• Average length of stay on sites
Internal Communications • Feedback surveys amongst
Staff / Board
• Number of initiatives delivered
• Improves Agency ‘corporacy’
across the organisation
Corporate Identity & Branding• Feedback from customers/stakeholders on
views of the logo and levels of brand recall
• Usage logo amongst partner organisations
• Guidelines adhered to
• Signage updated & maintained
Branding system
Mo
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ori
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an
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valu
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ewo
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• Analysis of positive / neutral / negativecoverage
• Types of stories covered
• Feedback from journalists
• Key messages communicated
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanny Lanzone