Place branding of San Francisco, USA
Transcript of Place branding of San Francisco, USA
San FranciscoPlace branding
Chonnam National UniversityGraduate School of Business,MBA in Community Development and LeadershipRegional Marketing - Place Branding
Presented on May 31, 2016 by:
KUNG Sorphea ID 157728
RANAIVOSON Liankanto ID 156748
RM/Place Branding/San Fran/31May16
Outline
I. Introduction1. Place Branding Concept2. History of San Francisco
II. The branding of San Francisco3. Branding process4. Functionality, added-value, integration
III. Conclusion
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I. Introduction
1. Place Branding ConceptPlace Branding: pardon…..?
• City branding
• Region branding
• Nation branding
• Destination branding
ÞBased 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
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The city and county of San Francisco
Country: United States, State: CaliforniaThe 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.
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History Timeline
History Timeline1800s 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
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.
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II. The Brand of San Francisco
1. Branding Process ÞBrand 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
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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 FranciscoThe 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)
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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
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2. IntegrationSan 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
Fisherman’s wharf
History, entertain
ment, foods
Beaches, Green space
High-tech scene
Hollywood film
destinations
SF Demographic profileRace PopulationTotal Population 805,235White 390,387Asian 267,915Hispanic or Latino 121,774Some Other Race 53,021Black or African American 48,870Two or More Races 37,659American Indian 4,024Native Hawaiian Pacific Islander 3,359Three or more races 3,343Native Hawaiien 410
43%
29%
13%
5%
5%
4%
0%0%
0%0%
SF - Population by races (2015)
WhiteAsianHispanic or LatinoSome Other RaceBlack or African AmericanTwo or More RacesAmerican IndianNative Hawaiian Pacific IslanderThree or more racesNative Hawaiien
Source: https://suburbanstats.org/population/california/how-many-people-live-in-san-francisco
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SF main attractions
Golden Bridge (Wonders of the world)
Alcatraz Prison Fishermen Wharf
Cable car City Hall Chinatown
Discover San Francisco in 2 minutes
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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).
1. https://theseus.fi/bitstream/handle/10024/81322/Gauli_Rabin.pdf?sequence=1
2. http://www.metrohotelsf.com/san-francisco-history.html3. https://en.wikipedia.org/wiki/San_Francisco4. http://www.slideshare.net/KeesvanhetHof/place-branding
References
Thank you!