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Place branding of San Francisco, USA

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Case study of San Francisco: history of San Francisco, Branding effort, competitive advantages, functionality, added-values, integration, main attractions

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Place branding of San Francisco, USA

  1. 1. San Francisco Place branding Chonnam National University Graduate School of Business, MBA in Community Development and Leadership Regional Marketing - Place Branding Presented on May 31, 2016 by: KUNG Sorphea ID 157728 RANAIVOSON Liankanto ID 156748
  2. 2. RM/Place Branding/San Fran/31May16 Outline I. Introduction 1. Place Branding Concept 2. History of San Francisco II. The branding of San Francisco 1. Branding process 2. Functionality, added-value, integration III. Conclusion
  3. 3. RM/Place Branding/San Fran/31May16 I. Introduction 1. Place Branding Concept Place Branding: pardon…..? • City branding • Region branding • Nation branding • Destination branding Based on the identity of the place Why place branding? • Competition - Attract customers, visitors, business, talent, investors, etc. • Public diplomacy - Global media, Mass democracy, Transparency. • Connecting people - Internal branding
  4. 4. RM/Place Branding/San Fran/31May16 The city and county of San Francisco Country: United States, State: California The City by the Bay; Fog City SF is a city found in California, The United States Of America surrounded by the Pacific Ocean and San Francisco Bay. encompasses a land area of 121 km2 and has a population of about 864,816 inhabitants. 7.5 million people live in the San Francisco Bay Area.
  5. 5. RM/Place Branding/San Fran/31May16 History Timeline
  6. 6. History Timeline 1800s Highlight: The US & The Gold Rush Era (Yerba Buena) - 1821: Independence from Spain - 1847: Lose its former name Yerba Buena - 1848: The California Gold Rush started - 1849: Due to the Gold Rush the population booms from 1,000 to 25,000 - 1850: California becomes a U.S state
  7. 7.  Today San Francisco is a major banking, finance and trade center. It produces clothes, electronic goods and food products that the farmers of nearby regions grow.  The 4th-most populous city in California (after Los Angeles, San Diego, and San Jose)  The 2nd-most densely populated city (7,124 people per km2) and 13th-most populous city (864,816 -2015 est.) in the United States.
  8. 8. RM/Place Branding/San Fran/31May16 II. The Brand of San Francisco 1. Branding Process Brand Management Parks Museums Merchant Associations Brand of SF Convention and Visitors Bureau (Only in SF) City Hall (Shop SF, Get More) National/International Travel Agencies Hotels Convention Centers Airlines Restaurants 1915 • SF rebuilt => early branding 1916 • SF City Hall Opening 2004 • SF Convention and Visitors Bureau launched a new branding
  9. 9. RM/Place Branding/San Fran/31May16 2. Functionality Cultural: parks, museums… Business services (commercial, advertising, communication, computer…) Financial : The Pacific Stock Exchange, US Mint, international banks and venture capital firms San Francisco The city by the bay Silicon Valley Since the 1990s, The demand for skilled IT workers Attracted white-collar workers from all over the world Created a standard of living: SF has the highest quality of living of any US city (2014 survey of global cities)
  10. 10. RM/Place Branding/San Fran/31May16 2. Added value ‘‘Only in San Francisco’’, is about the uniqueness and the different experience a person can have while visiting the city such as natural beauty, ethnic composition and the variety of cuisine, shopping experiences etc. (Lonne, 2011) San Francisco is “a super fit city” because of its: Good weather (Mediterranean- climate) => many activities Access to healthy food (Organic and fresh) AND famous for its restaurants Friendly people (Most of the time, compared to NYC) Walkable and bikable city
  11. 11. RM/Place Branding/San Fran/31May16 2. Integration San Francisco is one of the most beautiful cities in the United States and the jewel of Northern California: worth visiting and living. Business, colleges, universiti es Tourist spots Parks, Museums Theaters Asian & latine America Alcatraz Island Fisherma n’s wharf History, entertain ment, foods Beaches, Green space High-tech scene Hollywood film destinations
  12. 12. SF Demographic profile Race Population Total Population 805,235 White 390,387 Asian 267,915 Hispanic or Latino 121,774 Some Other Race 53,021 Black or African American 48,870 Two or More Races 37,659 American Indian 4,024 Native Hawaiian Pacific Islander 3,359 Three or more races 3,343 Native Hawaiien 410 43% 30% 13% 5% 5% 4% 0% 0% 0% 0% SF - Population by races (2015) White Asian Hispanic or Latino Some Other Race Black or African American Two or More Races American Indian Native Hawaiian Pacific Islander Three or more races Native Hawaiien Source: https://suburbanstats.org/population/california/how-many-people-live-in-san-francisco
  13. 13. RM/Place Branding/San Fran/31May16 SF main attractions Golden Bridge (Wonders of the world) Alcatraz Prison Fishermen Wharf Cable car City Hall Chinatown Discover San Francisco in 2 minutes
  14. 14. RM/Place Branding/San Fran/31May16 3. Conclusion  San Francisco has always been the symbol of the great city of the west while New York was the great city of the east.  San Francisco might be anything to anyone. It might be different to someone and may completely be different brand in the eye of a visitor than the brand they are selling. That in fact it is the diversity or the serendipity of San Francisco that really is the key that gives the individual leisure visitor some sense of ownership over that experience. (Matt Stiker –CMO for City Pass in SF, 2011) Nowadays, San Francisco is a world class brand and ranks the 5th/25 US destinations (2015).
  15. 15. 1. https://theseus.fi/bitstream/handle/10024/81322/Gauli_Rabin.pdf ?sequence=1 2. http://www.metrohotelsf.com/san-francisco-history.html 3. https://en.wikipedia.org/wiki/San_Francisco 4. http://www.slideshare.net/KeesvanhetHof/place-branding References
  16. 16. Thank you! 