“The City of Light“, “Big Apple” and “Wonderful City” are famous names for Paris, New York and Rio de Janeiro. But those who think they are just nicknames for these internationally known capitals are wrong.
According to Philip Kotler, city marketing is based on the “design of a place to satisfy the needs of its target audiences. It is successful when citizens and businesses are satisfied with their community and the expectations of visitors and investors are met”.
In this sense, city marketing consolidates itself as something broader than the operational ability. It builds a positive local brand and make it profitable. The concept considers the experience of the population and customers with the city as important as the image built.
It is worth emphasizing that city marketing must be a planned strategy. So that its actions demonstrate results in the long term. After all, there is no way to promote cities without first thinking about strategic planning.
This planning is a dynamic and flexible process enough to allow a place to adapt to the new demands of the world market. Therefore, all city brand assets must be considered in this process and protected, using the resources of intellectual property.
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* Curitiba: “Model City” of Brazil – Credit: Google Photos.