B R A N D I G

R E
BY TBILISI CITY

WHATISABRAND?
Business Idea Strategy Vision Brand Employees Market Communication Product Price Access

The brand is an image of a company or a product or a city The brand is the result of everything that the city does, which the individual is exposed to

BRAND=LOGO?

BRAND=SLOGAN?
The Top 15 U.S. City Slogans 1. 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 Ol. 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. Theres More Than Meets the Arch. St. Louis, MO

WHATISABRAND?
Trademark = Name & Logotype Brand = What we STAND for; our PROMISE

BRANDINGIS COMMUNICATION
Your Brand
...how you want it to be perceived

Branding is all about communicationassuring that your brand is perceived the way you want it to be perceived

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 Nordstrm and Jonas Ridderstrle, Funky Business

EVERYTHINGISSIMILAR

Strong brands are NOT everything for everybody There are always someone who DOESNT like the brand Branding is all about making choices usually about deciding what NOT to do:

TWOTYPESOFBRANDS
Transaction Brand Relationship Brand

TRANSACTIONBRAND
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

RELATIONSHIPBRAND
Introduced by INTERNET Connectivity focused Faster to build compared with equally valued transaction brands (515 years) Easier to extend into new categories Less traditional media marketing instead web, events, sponsoring, cobranding Constant flow of small innovations involving customers (type betatesting) Loyalty is a state of mind Story telling, dream selling, refreshing narrative important Relationship branding creates opportunities

CITYBRANDPROCESS
1. 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

BRANDEXPERIENCE
JOHNSON & JOHNSON NESTL MARS SEB NORDEA MICROSOFT VIRGIN RATIONAL SOFTWARE VISMA BMW-ROVER BORKUM RIFF MACKMYRA AIRBUS TRYGGHANSA ARLA FOODS SWEGON VODAFONE COOP SCANDINAVIA SONY ERICSSON 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 NOKIA METS

WORKING GROUP/ PROCESS

CITYBRANDCODE
PRODUCT MISSION/ISSUE

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

What issue does the city drive locally or globally. What responsibility do we take environmentally, for health or for humanity?

Brand Motto

VISION

Why is our city brand better than or different from those of our competitors?
STYLING

The brand can define its own future: in what position do we want to be?
VALUES

What characterizes the style of our city brand image, feel, tonality etc.?

What makes the city brand trustworthy as a friend?

OURRESULTIS
PRODUCT MISSION/ISSUE

An involving, accessible, comfortable, well located meeting place in Caucasus with openness and hospitality
POSITIONING

The spring of freedom and friendship in life and business

The City That Loves You

VISION

The capital bridging cultures, history & modernity with a passion for knowledge, business & entertainment
STYLING

A contemporary metropolis of wisdom and knowledge, the world-leading business cluster of the youth and health preserving industry
VALUES

Warm & welcoming Charming & addictive Creative Eclectic Tasteful Green

Tolerance Respect Humanism Caring Living traditions

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 & Health Preservation

WINE CENTER

STAR COOKING

TOP SPA

GARDEN EDEN

FINGER THEATER

MEETING PLACE

COMMUNICATION

MESSEGES, CHANNELS

VISUALITY/DESIGN

ONE LANGUAGE

THANKS
BACHO DOLIDZE INVESTOR SERIVCE & CITY MARKETING DEPARTMENT ECONOMIC POLICY AGENCY TBILISI CITY HALL INVEST@TBILISI.GOV.GE