City- and regional branding

Cluj-Napoca – Kolozsvár – Klausenburg (2010 - 2014)

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"Branding Cluj" was the first process of developing a brand on the complex and undermined field of Cluj-Napoca – Kolozsvár – Klausenburg. The cultural, ethnical, origin of the groups and ideological mixture is a true challenge for all the brand-makers, therefore there were and probably will be many approaches.

 

  As a member of the brand-development group, our responsibilities were as it follows:
 
  • Planning of the branding process, working methods, partners and resources involved; summarizing the references;
  • Evaluation of present situation (analysis of documents and hard data, image, quantitative and qualitative researches);
  • Developing the city’s long term vision, the brand objectives, and brand values;
  • Developing the brand strategy (vision, positioning, values, attributes, public relation with the target groups), brand identity, brand expression, communication strategy, verbal and visual identity;
  • Design of brand and identity standards (Guide of standards), developing the marketing plan, developing the communication plan;
  • Creation of the complete branding plan and documentation;
  • Monitoring of implementation, evaluations.

The description of the brand essence and the final brand-brief was completed in October 2011, followed by the launching of the Visual Identity Book and the Event Plan.
 
For the period 2012-2014 we took part in strategy planning for the Cluj Management and Planning Group (www.cmpg.ro ) developing Cluj Napoca’s Development plan for 2014-2020 period including the European Youth Capital in 2015 and preparation for the European Cultural Capital 2021 competition.
 
 

Târgu-Secuiesc / Kézdivásárhely (2012 – 2014)

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Târgu-Secuiesc / Kézdivásárhely is the second largest city of Covasna county. They say here „even the rain stays still” but it has a specific charm and warm, with a hospitable Hungarian community. Can a city not too big, not too small, and eclipsed by the head of county and an economic-based major city of the country come up with something original and gain its position on the mental maps? Sure it can. And it will.

 
 
The new brand of the city, ithe image and appreciation of the public institutions and festivals were assigned to us. The main responsibilities were as it follows:
  • Developing the brand strategy (surveys and data processing, defining value systems, brand pillars, brand essence, key projects, communication campaigns)
  • Defining the specific event and break-out activities, positioning on the touristic and economical investment map
  • Building-up a Communication Office for the LGA
  • Creating and leading online and offline communication campaigns
  • Creating the city’s Visual Identity Book and the image of public institutions (leading designer Grubisics Csaga, www.csagasa.ro)
  • Monitoring the activity of the Communication Office and the implementation of the branding plan.
 
After two years the process had the first signs: the new service approach of the public institutions, the events, including the monthly fair and the rebranded City Days, the job line and new hiring strategy become visible and had a measurable attitude-change among the citizens.

Odorheiu-Secuiesc / Székelyudvarhely (since 2013)

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A friendly, hospitable but very controverted city, head of the region but not of it’s  own county, was one of the more challenging projects of us. With many skilled people and small project leaders, having not much support the community creates  outstanding projects and activities in some fields carelessly forgetting or withdrawing  the support from others.

 

 

 

 Our responsibilities were as it follows:
  • Developing the brand strategy (surveys and data processing, defining value systems, brand pillars, brand essence, key projects, communication campaigns)
  • Defining the specific event and break-out activities, positioning on the touristic and economical investment map
  • Building-up a Communication Office for the LGA
  • Creating and leading online and offline communication campaigns
  • Creating the city’s Visual Identity Book and the image of public institutions
  • Monitoring the activity of the Communication Office and the implementation of the branding plan.
 
The communication plans and strategies based on the available and created primary hard and soft data become part of the Development Strategy created for the 2014-2020 financial period. The existing strategy should be suitable to support the EU-fund attractions for the financial cycle breaking the vicious circle of failing at the funding and accessing resources. 

Sfântu-Gheorghe / Sepsiszentgyörgy (2009-2012)

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Sfântu-Gheorghe / Sepsiszentgyörgy is the head of Covasna county. A small city, populated mostly by the Hungarian minority, close to the aggregation area of Brasov, one of the most developed cities of the county. The traditional local community is real proud of their identity and culture and now they have a unique way to expose it and make them proud in the front of a larger regional and international community. 

 The brand development and implementation process follows the standard process, viable for the head of Covasna county.
 
  • Developing the brand strategy (surveys and data processing, defining value systems, brand pillars, brand essence, key projects, communication campaigns)
  • Defining the specific event and break-out activities, positioning on the touristic and economical investment map
  • Building-up a City Brand Office (first one in Romania)
  • Creating the city’s Visual Identity Book and the image of public institutions (leading designer Grubisics Csaga, www.csagasa.ro)
  • Monitoring the activity of the City Brand Office and the implementation of the branding plan.
 
The city of Sfântu-Gheorghe / Sepsiszentgyörgy in now considered one of the best positioned cities in the country, with a light, but well defined image. It is attractive to younger to settle down (starting 2012 the demographic growth become positive) and for investors looking for a reliable and competitive business environment.
 
 
 
 
 
 
Târgu Mureş 540077, str. Bradului nr.17/4
Cluj Napoca 400009, str. Napoca nr. 16.
E-mail: office@terranova-training.eu
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