How Branding Can Promote Your Spaces

By Bianca Gregorio

Branding, especially with places, have extended into being more than just logos. We’ve seen spaces being branded especially during the Olympics season wherein cities have created their own graphic identities. From the late 1970s German pictogram design to villages having their own, it has grew into a big business.

It’s become a huge part in promoting a city, region or country as it tells an immediate eye catching story about these places. Cities are sort of competing with one another the way brands are as they aim to attract more tourists and future inhabitants. While this is happening only in very few places in Asia, it could be a vital thing to look into as the next step in your tourism strategy.

Here are a few examples of place branding and strategies you can pick up from each of them:

1 / NEW YORK CITY

NEW YORK BRANDING

This is probably the most popular and most successful branding move done by any city in the world. This “I LOVE NY” logo has been seen everywhere and has been recreated into all types of merch at this point. What you may have never thought of its origin and the difference it has made for the city.

Back in 1977, New York had a huge issue with financial insolvency and having immense challenges with employment. This made their crime rates go up immensely with unions creating campaigns like “Welcome to Fear City”. This obviously created so much apprehension with tourists and so people stayed far from it.

Their Department of Commerce turned to branding as a radical and last resort. They raised their tourism budget from $400,000 to $4.3 million and went for the biggest rebranding campaign they’ve ever done. Milton Glaser was hired to create the logo and it just skyrocketed from there.

New York became part of the world’s most known brands by 1978 and their visitor count tripled in revenue. It shows how much power a simple but effective campaign can create in pushing a city from the bottom to the very top.

2 / HAMBURG

HAMBURG BRAND

In the past, Hamburg made use of marketing to accommodate all sorts of content while offering it to as many markets as possible. For the marketing team available, they felt stuck as it was the only way to work with the demands of all the stakeholders. This effected to having a lot of marketing thrown but it contained so much and aimed at too much that it made confusing messages. This led to no coherent image being created so altogether it was quite vague.

This changed in 2004 when the brand development was made into a top priority as they said goodbye to the traditional destination marketing and moved to strategic city branding. The city was managed as brand and dealt with online marketing which created more suitable topics and deleted the target group concept and went for a “one city – one brand” and focused on external connections.

This was a first because most cities used a …read more

Read more here:: B2CMarketingInsider

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