Ubi apresentação paulo moreira
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Transcript of Ubi apresentação paulo moreira
Paulo Moreira
citymarketing
UBIMaio 2010
=globalização
competição=
city marketing
city marketing plan
Porquê?
Com quê?
Para quem?
city marketing
Porquê?
Captação de recursos?Motivação/mobilização Interna?…Design criativo?
city marketing
Para quem?P. Externos?Turistas, Investidores, Talentos,Gov. Central, outras instituições (FPF)…
P. Internos?Residentes, comerciantes, inst. locais …
city marketing
Com quê?
Produtos?Posicionamento?
City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City CityCityCity City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City CityCity City City
=cidade
marca
PARIS NEWYORK
amsterdam
LONDONTOKYO
We'll always have Paris
PARIS logo?PARIS slogan?
?
NY?amsterdam?
City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City
City City City City City City City City City City City City City city brand City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City City CityCityCity City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity City City City City City City City City City City City City City City City City City City City City City City CityCity
city brand
city brand
o que é a marca?Um logótipo?
Um slogan?
Um produto?
Uma imagem?
o que é a marca?
marca?
> sinal de distinção> selo de confiança> garantia de qualidade
promessa
> é cultura> é desporto> é…
marca?
marca?
?
Marca: que promessa?
marca cidade ≠ marca produto
marca cidade
P1P2P3P4…Pn
fornecedores produtos Pub. alvo
Câmaras Municipais
Outras Ent. Publ./Priv.
Comerciantes
Residentes
Investidores locais
. . .Residentes
Investidores locais
Turistas
Investidores
Governo central/regional
Talentos
. . .
Residentes
Investidores locais
Residentes
Investidores locais
marca cidadeMarca Produto Corporate Brand
Foco Produto Empresa
Gestão Gestor de produto Administração/CEO
Receptor Consumidor Stakeholders
Gestão Marketing Organização
Comunicação Comun. Marketing Comunicação da Organização
Tempo C. Prazo (C.V.P.) Longo - Prazo
Dimensão Operacional/Funcional EstratégicaBalmer (2001)
Tabela 3 – Marca Produto Vs Corporate Brand. Adaptado de Balmer (2001)
marca cidade
Desenvolvimento de uma imagem e a sua comunicação aos seus públicos potenciais, baseada em valores e percepções positivas, provenientes de atributos locais – inatos ou desenvolvidos – que tornam esse local único no mundo.
conceito
marca cidade = processo
Tabela 3 – Marca Produto Vs Corporate Brand. Adaptado de Balmer (2001)
marca cidade
Como criar?
NOME
MISSÃO IMAGEM
EMISSÃORECEPÇÃO
marca
Identitymix
Marketingmix
Imagemix
SINAL
Trianguloda marcaLencastre, 2001
NOME
MISSÃO IMAGEM
marcacidade
Trianguloda marcacidade
CITY IMAGE MIXPresença O lugar(Place) Potencial Pulsar Pessoas Pré-requisitos
CITY IDENTITY MIXLogótipos
NominativosFigurativos
Sonoros …
CITY MARKETING MIXDesign Urbano
Infra-estruturasServiços Básicos
PessoasAtracções
Obrigado pela atenção
citymarketing