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

RM/Place Branding/San Fran/31May16

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

RM/Place Branding/San Fran/31May16

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.

RM/Place Branding/San Fran/31May16

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.

RM/Place Branding/San Fran/31May16

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

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 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

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

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).

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!