With Brand City Projects, we create high brand value by enhancing the image of a city to attract more visitors and generate greater investments.
As part of the same service pack we develop branding plans for regions (e.g. Middle East, GCC, Africa, Eastern Europe, Black Sea, Aegean) and countries to make them global brands.

We conduct periodical quantitative and qualitative research to determine the city’s geographical, demographical and cultural features, its pros and cons, aspects that could be improved (SWOT) and current perception through the eyes of the target audience. We define target audience segments and analyze every group separately. This analysis provides us with a greater efficiency on efforts and budget in the branding process.


The brand positioning statement is the final product resulting from the simultaneous processes of specifying the target audience of the city brand in detail and of resolving the target audience’s current perception of the city. In this period, we specify the properties that should be highlighted and determine whether there is any negative perception of the city and if so, how this perception can be transformed into a positive one.

There are four integral components of the positioning statement;

  • Target Audience;

    Analysis of the attitudes, lifestyles, expectations, livelihoods and demographic data of the target audience who is aim to get attention, support and love.

  • Frame of Reference;

    Brand City’s prominent features, competitive advantages and common aspects with target audience.

  • Point of Difference;

    Determination of characteristics of the brand city that differentiate it from the competitors, create excitement and joy and generate interest in the minds of the target audience.

  • Reason to Believe;

    Determination of the promises which make the target audience believe in brand city and major privileges that persuade the target audience.

The positioning statement is the constitution of the brand, after that it is time to define three main strategies;

1. Brand Strategy;

We define Brand Strategy of the city which aims to be a Brand, according to Positioning Statement,

Brand Strategy includes the following items (COBI);
  • (Challenge)

    There may be various obstacles in front of the city and the city may encounter problems while managing the perception of city brand or may have to deal with powerful competitors and neighbors. We briefly list the “Difficulties” here.

  • (Opportunity)

    Despite these challenges and the tough competition, we also list “Opportunities” to determine the advantages and identify challenges that we are able to transform into new chances.

  • (Big Idea)

    The ‘big idea’ is the core of the campaign; we create the logotype, the slogan, the motto and the big idea that best describes the goals and personality of the city as a Global Brand.

  • (Implications)

    • Brand Essence: spirit of the Brand
    • Brand Pillars: personality traits and the cornerstones of the Brand

2. Marketing Strategy;

We create a “Marketing Strategy and Implementation Plan” in order to raise public awareness, increase the city’s number of visitors and enhance the value of your city brand. The Plan uses the Positioning Statement and Brand Strategy to answer questions about how your city should be marketed to your target audience and how the investment value of your city can be increased.

3. Communication Strategy;

Communication Strategy is the set of implications of brand and marketing strategies on different communication channels and activities, such as advertising, PR, media planning, media buying, digital marketing, social media, and sponsorship. The goal is to deliver the messages of city brand to your target audience through the right medium and in the most efficient ways.

We provide consulting services for the selection process of execution firms in your campaign, and we regularly audit relevance of execution to marketing and brand strategy.

We analyze the city’s landmarks, major projects, urban planning and cultural and geographical advantages, and determine how to ensure that these aspects can best contribute to the “ideal city” image; In short, we become the city’s “image maker”.

Your city’s physical assets, such as real estate owned by the city, important investments and historical sites will gain more value and your city will attract more domestic and foreign visitors and draw more foreign direct investment, all of which shall contribute to making your city recognized as one of the top visited destinations in the world.

We Make Your City A Global Brand.