the branding system of the ural region

The Branding system of the Ural region

Andrey Menshikov

Mentor: Giulio Ceppi

Tutor: Giovanni Lanzone

27th of November 2009

Index

Situation analysis

The Ural region

Benchmarking

The Branding system

The Brand Strategy

The Visual Strategy

The Marketing and Communication Strategy

The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone


Situation analysis

Because…

A Strong Region Brand Will…

Situation analysis

Communicate with authorities and economy

Attract talents and investments

Promote sources of economic value

Enable and/or endorse change

Brand exported goods profitably

Redress stereotypes and cliches

Express a unique core idea

Build global competitive advantage

Serve as a source of differentiation

Link distinct country offerings


Situation analysis

Investment

Offerings

Websites

Business climate

And Standard of living

Channels

Attributes

Assets

Print

Broadcast

Environments

People

Nightlife

Hotel

Diverse

Terrain

Cities

Carrier

Customs

Exports

Conferences

Imports

Transportation

system

Shopping

Imports

Hygienic

Standards

Local

Arts Local

Cuisine

Tolerance

Police


Situation analysis

citizens

corporate


Situation analysis


Situation analysis

NATURAL BEAUTY

AUTHENTICITY

REST & RELAXATION

FRIENDLY LOCALS

SAFETY

IDEAL FOR BUSINESS

ENVIRONMENTALISM

STANDARD OF LIVING

SAFETY

POLITICAL FREEDOM

Resource: NationalBranding.com

IDEAL FOR BUSINESS

STANDARD OF LIVING

ART & CULTURE

EASY OF TRAVEL

FINE DINING

FINE DINING

FRIENDLY LOCALS

EASY OF TRAVEL

RESORT & LODGING OPTIONS

NATURAL BEAUTY


Ural region


Ural region

Fuel industry

Metallurgy

Engineering

Power

Chemicals Food Industry

51% 21%

12%

10%

3%3%

Industry


Ural region

Russians

89%

5%

2%3%

1%

Tatars

Ukranians

BashkirsOther

Population


Ural region

Market Drivers / EconomyDuring the 2007 the growth of industrial outputs was 106.3 %, the growth of real

incomes of the population compared to the corresponding period of last year – 106

%. This indicator let the Ural Federal District get on top in the country.


Ural region

Market Drivers / Gateway to AsiaUral geographical location is on the border between Europe and Asia

on the international transport route “London-Tokyo”.

Cargo turnover – 309 thousands tons per year.

Warehouse area – 726 thousands square meters.


Ural region

Market Drivers / Politics

Ural hosted the 2009 session of Shanghai Cooperation Organization leaders council


http://sco2009.ru/photolents/20090616/15152_12.html


Ural region

Environmental drivers / Nature The Urals region is a unique, natural, historical, ethnographic and tourist attraction.

It’s location on the border between Europe and Asia provides a unique and unparalleled

opportunity for guests to observe all of the above.


Environmental drivers / HistoryThe town of Verkhoturye is the largest spiritual center of the Ural, famous

for its architectural ensembles. Here there are 40 churches and ancient monasteries.

Ural region


Ural region

Environmental drivers The borderline between Europe and Asia A high monument, with “Europe” sign on one side and “Asia” on the other. You may stand on the borderline between the continents, with one foot in Europe and the other – in Asia. If you think of a wish at that moment, it will come true!


Benchmarking


Benchmarking

Country-Branded Products

GENERAL COUNTRY BRAND

COUNTRY TRADEMARKS SPECIFIC COUNTRY BRANDS COUNTRY-LEVERAGED PRODUCTS

AFGHAN RUGS

CUBAN CIGARS

EGYPTIAN COTTON

PORT

COLOMBIAN COFFEE

SCOTCH WHISKEY

SWISSWATCHES

FRENCH PERFUMES

BELGIAN CHOCOLATES

AUSTRALIAN MADE“Grown in your ownbackyard”

MADE IN USA“Proudly madein the USA”

TRUE ITALY“This is a trulyItalian Product!”


Benchmarking


Benchmarking

Country Region City


Branding system


Branding system

• Provides the “glue” (consistency) among political, social and economic pillars

• Defines how the region’s own citizens and the world perceive it

• Balances substance and form – perception and reality

• Optimizes strategic objectives across political, economic, export, tourism, etc.

• Creates a seamless connection between the region’s strategic intent, its marketing and its experience

• Delivers a unifying platform that builds synergy, allowing for cross-promotion and public and private sector alignment


Branding system

A region for people• People in Ural are socially connected• Healthy people and communities • Residents and visitors feel safe • Ural is vibrant, accessible, clean and welcoming • A well planned region with a vision of the future

A creative region• More artistic and creative enterprises in the region• Recognition of Ural as a creative region

Economic prosperity• A sustainable and resilient region economy• Business is diverse and sustainable

A knowledge region• Local and international students choose Ural• High quality knowledge infrastructure

An eco-region• A reduced ecological footprint • Ural is better adapted to climate change

A connected region• Ural is connected and accessible regionally, nationally and globally

Lead by example• Respected and credible leadership • Productive, respectful strategic relationships

Manage our resources well• A diverse revenue base • Sufficient resources to meet commitments • An efficient, service focused organisation • The region of Ural employs and retains high quality staff


Branding system


Branding system

Business warm atmosphereBig banks group: Barclays bank, Raiffeisen bank, Unicredit group, Intesa

Sanpaolo group and so on.

Consulates: The United States, French Republic, British, Germany, Austria

and Italian Consulate General.

Hotels (Hyatt, Radisson etc) and offices class “A”

Investmentbusiness development, small-scale business support, fund-rising,

Friendly policy in the taxation system.

EconomyDuring the 2007 the growth of industrial outputs was 106.3 %, the growth of real

incomes of the population compared to the corresponding period of last year –

106 %. This indicator let the Ural Federal District get on top in the country.


Branding system

LogisticCargo turnover – 309 thousands tons per year.

Warehouse area – 726 thousands square meters.

HUBThe Ural’s geographic location is on the border between Europe and Asia on

the international transport route “London-Tokyo”.

PoliticsUral hosted the 2009 session of Shanghai Cooperation

Organization leaders council



Branding system

InspiringUrals region is a unique, natural, historical, ethnographic and tourist

attraction. It’s location on the border between Europe and Asia provides a

unique and unparalleled opportunity for guests to observe all of the above.

UniqueKungur Ice cave is the largest plaster cave in Ural, the sixth in the world by

extent and one of the largest karstic caves of Russia.

CulturalThe town of Verkhoturye is the largest spiritual center of the Ural, famous

for its architectural ensembles. Here there are 40 churches and ancient

monasteries.


Branding system

EducationThe Ural Branch of the Russian Academy of Sciences (UB RAS) and numerous

scientific research institutes and establishments are situated in Ekaterinburg.

With its 16 state-owned universities and educational academies, as well as a

number of private higher education institutions. Ekaterinburg boasts a highly

educated and skilled population.

MusicA number of popular Russian rock bands were originally formed in Ural.

The “Ural Rock” festival is often considered to be one of the main centers

of rock music in Russia.

Sport More than 100 stadiums

Professional football’s club (finalist of the Cup of Russia)

Basketball’s club is a winner of European Cup


http://photo.newslab.ru/image.aspx?id=5316

http://www.cska-football.ru/files/images/press/4977/8.jpg

Branding system


Branding system

Use of the shape of letter “U” as the first letter in the name of the region became the graphic solution of the region’s logo.

Letters “U” stand for the four major pillars of the brand strategy: Connection, Green Economy, Nature and Social Impression.

The four letters “U” form a plus sign with their interalphabetic space.

The slogan “Ural. It’s a plus” strengthens the graphic image and creates a synergy of the visual perception of the region’s identity.

Graphic solution of the logo


Branding system

Color palette


Branding system

Typography

We use handwriting font. The given solution emphasizes personal reference, ease and openness, absence of bureaucratic barriers.

The use of the shape of letter “U” is the basic graphic method in advertising communications. Images should be integrated in leter “U”.

In key words of advertising messages the letter “U” is replaced with the graphic element ‘U” of the logo.

For example: fUture, natUre, Unusual, bUsiness, Unique and so on. Thus we create a unique graphic language that goes across

all communication channels.


Branding system

Images

Unique

Warm

Innovative

Creative Vibrant

Inspiring

Building a brand is about putting a face to a name. Every image we use contributes to

the way the region is perceived. Imagery should be dynamic, creative and inspiring

and should reflect the brand values.


Branding system


Branding system

The marketing and communication strategy of the Ural region is based

on the principle of collaboration with big business working in the territory

of the region. Priority directions of the interaction are the following spheres:• financial (banks, investment groups, insurance companies), • transport (airlines, logistic agencies), • tourism (large tourist operators) • and social (sports events organizers, music labels, educational institutions).


Branding system

Banks InvestmentInsurance

AirlinesLogistic agencies

Tourist operators

Events organizers

Music labels Educational institutions

Companies Clients

Marketing Strategy and Communication


Branding system


Branding system

Internal

Internal Audiences Board Members, and all staff

Regional Partners

Regional Policy Partners The marketing department at the government of the region, advertising agency

Principal Delivery Partners

Branding Region leads, Cluster organisations (and members)Local Authorities, other government agencies, inward investmentAgencies, tourist boards, Business Link Ural Region, Universities

Regional Opinion LeadersSenior private sector business leaders, business representative Groups, local and regional media

Other regional stakeholders Private sector, community and voluntary groups, Inward Investment and Business Support clients, general public

National

National Partners and foundersGovernment departments, national government agencies,trade bodies, sector skills councils

National Opinion LeadersGovernment Ministers, the government policy community, other political parties, think tanks, national and specialist media

National Customer and clients Potential investors to the region, other national trade organisations

International

International opinion leaders International trade organisations

International customers Potential Investors and trade organisations and clients

Target audience


Branding system

The major initiative of this marketing plan is organizing an international financial

forum. This forum is intended to gather representatives of the world financial elite

and demonstrate to them possibilities of investing and doing business

in the Ural region.This forum is much likely to become a “younger brother” of the

world known economic forum in Davos. The geographic location of the region on

the border of Europe and Asia allows to focus not only on western capital

but also on economy of Asian countries. The preliminary name of the forum “Euro-

Asian International Economic Forum” will emphasize the idea of association.


Branding system

At long connection flights the passengers will be offered a free excursion

to the monument on the border of Europe and Asia where they will be able to take

a unique photo standing with one foot in Europe and the other foot in Asia.

Free souvenirs will leave a nice impression about the trip as well as promote

vivid stories told to relatives and friends about it. Advertising in the airport

and on aircraft boards have been selected as the key channels of communication.


Branding system

Organizing unique international competitions on treasure search together

with the world leading tour operators is the heart of the marketing plan

aimed at increase of tourist appeal of the Ural region. The analogue of these

competitions is the famous “Fort Bayard” show. Participants will be offered

to find hidden in the mountains treasures using a route card. These competitions

will include various routes: walking, mountain biking, jeep lines, rafting, labyrinths

in caves, rock-climbing, etc. Therefore, various routes that can be offered

by unique nature of the Urals will be demonstrated in one event.

Broadcasting of the given competitions on the world leading channels and

in the Internet will attract broader audience and will increase knowledge

about the Ural region and its popularity in the field of tourism.


Branding system

It is advised to popularize the sphere of education by creating a student club

that would associate all universities and higher educational institutions of Ural.

Leading enterprises and companies of the Ural region will be involved as sponsors

of “The Ural Student Club”. This will allow to assign new grants

on education and will simplify job search for graduates.

Opening of a net of grocery shops with goods presented by the Ural farmers

will be a quality break in the food sphere. These shops will be positioned as shops

of non-polluting fresh products. This will allow to focus on regional food and cuisine.


Activity Qualitative Measurement Quantitative Measurements

• Number of articles and features

• Estimated advertising cost

• Number of media briefings

• Usage of press releases

Media Relations

Public Affairs• Feedback from MP’s on

communication methods

• Independent survey of MP’s.

• Number of Briefings and

presentations arranged

• Number of people attending

Events• Feedback from audiences at events

• Media coverage of events• Number of attendees at events

• Satisfaction ratings

Marketing Campaigns

& Materials

• Surveys of perceptions of the Agency by

target audiences

• Feedback from customers

• Feedback from partners

• Outputs from campaigns

• Take-up of agency services

• Response to mailings/adverts

• Number of collaborative initiatives

E-Media • Feedback from users/customers

• Comparisons with other RDA websites

• Number of page views compared to public

sector sites

• Number of update/news stories

• Average length of stay on sites

Internal Communications • Feedback surveys amongst

Staff / Board

• Number of initiatives delivered

• Improves Agency ‘corporacy’

across the organisation

Corporate Identity & Branding• Feedback from customers/stakeholders on

views of the logo and levels of brand recall

• Usage logo amongst partner organisations

• Guidelines adhered to

• Signage updated & maintained

Branding system

Mo

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• Analysis of positive / neutral / negativecoverage

• Types of stories covered

• Feedback from journalists

• Key messages communicated


The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanny Lanzone

the branding system of the ural region

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index situation analysis

environmental drivers

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