Place Branding

Place development very much depends on if it is a success promoting its interests in external markets (both inside the country and overseas) or proving their importance to the federal centre.

Creating brands of towns, cities or regions in order to increase competitiveness of the place may be deemed one of the most efficient instruments. More and more managers responsible for a certain territory have recently been considering place branding, as towns and cities have to compete for different external resources.

Place branding allows solving a range of fundamental tasks, such as enhancing investment attractiveness, winning greater popularity among tourists, improving life standards and forming a positive image of the region.

Ex Libris Agency offers a full range of services for creating and developing a place’s brand.

In order to launch and manage branding successfully, it is necessary to design a branding strategy. We are ready to help you map out your strategy on a certain stage, or guide you from the very beginning to the very end.

Brand creation and development stages:

Stage 1: Drawing up a marketing strategy

Defining purposes

  1. Holding working session
  2. Forming a working group for development and promotion of the brand
  3. Defining benchmarks and intermediate control stages of the project

Segmentation

Identifying target audiences, their characteristics and factors of place’s attractiveness for them

Stage 2: Positioning

  1. Analysis of potential for creating and developing a brand and finding out limiting factors
  2. Analysis of territory’s positioning in the mass media
  3. Studying territory’s perception by inner and outer target audiences
  4. Competitive environment analysis
  5. Brand’s concept developing

Stage 3: Working out creative strategy:

  1. Developing key communication message for the brand
  2. Developing a visual image of the brand
  3. Studying perception of a logo, motto or a slogan by target audiences
  4. Developing a brand-book

Stage 4: Formulating a media strategy:

Choosing communication channels

Defining main communication channels of the brand with inner and outer target audiences

Media planning and advertising

  1. Devising strategic (3-5 years), tactical (1-3 years) and operational (up to 1 year) media plans
  2. Selecting advertising medium for each mass media, planning stages of an advertising campaign in terms of duration
  3. Project consulting