Презентация на тему Стокгольм. Брэндинг

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Stockholm Business Alliance, куда помимо лена Стокгольма входят также

24 коммуны региона Стокгольм-Меларен, чей потенциал используется при продвижении города как бизнес-столицы Скандинавии.

из самых крупных фармацевтических, биотехнологических и ICT кластеров в

Европе.

прекрасный город на воде
«Стокгольм – столица Скандинавии»

official inward investment office for the

region
- for the first time, a joint platform for the regional promotion
4 target markets (clusters): ICT / life sciences / enviro / banking&finance

1998: Stockholm’s Visitors Board (S.V.B.)

1999: Christer Asplund becomes managing director of both B.A.S. and S.N.K. (Stockholm Economic Development Agency)
Asplund specialised in place marketing and branding
(co-author of "Marketing Places Europe” [1999])
- strictly followed his work as a guideline in the case of Stockholm

(E.U.)
leads to the “Region of excellence” brand, as an

umbrella for the clusters

Still, the clusters have also been promoted with specific brands, using slogans such as:
“Mobile Valley - the IT capital of Europe”
“Biotech - a leading cluster in Europe”
“Environtech - the cleanest capital in the world, exporter of clear air and clean water”
“Banking and Finance - the financial hub in the Baltic region”

2002: The ICT cluster confronted macroenvironment problems; the B.A.S. reacted by developing the “mCity” brand (focusing on innovative mobile applications), supported by private companies

+ S.V.B., with

a focus on cluster values.

“Inspired in Stockholm” slogan, used both for tourism and business
Stockholm place marketing targeted towards “soft place attraction factors” (quality of life, competence, cluster networking)

[2003: B.A.S. & S.N.K. > budget of 9 m. euros / staff of 50 persons]

quick reactions to market changes, such as that of

the ICT)

НО

brand “Region of Excellence” > слишком обобщенно/генерализовано
use of two umbrella brands (together with “Inspired in Stockholm”) > нечеткий, запутанный
use of parallel cluster-focused brands > также не точно

Finally, Asplund’s resignation led to changes in the management of Stockholm region marketing

инвестиций)
Туризма

Проблема:
Приспособление под новое, глобальное конкурентно-способное медиа пространство


“The big

problem with saying too many things is that your positioning gets weaker.” (Julian Stubbs)

Stockholm is the most important place in Scandinavia for

tourism and for business.”

> Изложение идеи:
“If Scandinavia was a country then Stockholm would be its capital.”
“bold, simple and just a little provocative”

наследие


Оформление, цвета, символика
Вода и небо (голубой)
Современный, стильный дизайн (серый)
Корона

…

verbal and visual identity”

+ detailed information on how

to use logo, text segments etc. in printed material, ads, and for presence on the Internet

it was formed, the SBA consisted of 43 municipalities

in the Stockholm-Mälardalen region (today 51) and had the specific aim of deepening and developing the commercial policy and activities in the region.

An important element in the partnership is to attract inbound investments to the region and thus create a joint responsibility for branding, processing and receiving business organisations to the region.

Furthermore, over 430 organisations around the Stockholm region are using today the “Capital of Scandinavia” brand.

people obviously have not yet embraced the bold statement

it builds on … to encompass it as an internalized identity”

“to many it seems that Stockholm is not the natural capital of Scandinavia”

J. Stubbs: “I’m just a bit worried that the next time I visit Norway they might not let me in …”

published in 2011, examines the issues in building a

place brand, focusing on his work in developing the Stockholm brand