IP protection

PART B: VALORISATION PLAN

1

Please provide a short description of the state-of-the-art and/or current trends in the field? How does the result fit into it?

Many researchers who debate and don’t always agree discuss the aim of city branding. According to Parkerson and Saunders as many others, the objectives of branding a city are to increase the flow of visitors by improving attractiveness, to stimulate business investments, and to foster people and students to live in. They state that « the bottom line is economic». Kavaratzis explains that the first aim was to attract inward investments and that is why a lot a people criticised acutely this procedure, arguing that city marketing emphasises social conflicts.
«City branding is understood as the means both for achieving competitive advantage in order to increase inward investments and tourism, and also for achieving community development, reinforcing local identity and identification of the citizens with their city and activating all social forces to avoid social exclusion and unrest». Nowadays city brands are only managed in an economic way and not to achieve social and cultural objectives. According to him, they serve only «external cash-rich groups». The same author argues that city brands have to improve city pride and sense of community. « It is relevant to link city branding to broader and above all internally-oriented socio-cultural goals, precisely because there is more need for this than ever in the context of a diffuse urban life.»
Speaks, through the words of Labeling, explains that the public space is now more experienced as a commercial environment than a social one. he strategic application of place branding is growing with nations, regions, cities, and institutions as they realize they compete with other places for people, resources, and business. The phenomenon of place branding, as an organic process of image communication without strategy, has been occurring throughout history. Examples of strategic place brands are diverse and include Amsterdam‘s “Iamsterdam”, Las Vegas‘s “Sin City”, and Abu Ghosh‘s “world capital of hummus”. Examples of organic place brands are ancient and include Jerusalem‘s “holy city”, Paris‘ “Illuminated City”, and Silicon Valley‘s “tech capital.” City branding refers to all the activities that are undergone with the purpose of turning a City from a location into a destination. “Successful branding”, says Robert Jones, consultant director at international brand consultancy Wolff Olins, “can turn a city into a place where people want to live, work and visit”.[14] City branding is often confused with City marketing. The difference comes from the fact that marketing uses consumer wishes and needs as its guiding principle for the operations of an organization, whereas in the case of branding a chosen vision, mission and identity play that role. City branding refers to the application of branding techniques to geographical locations in the widest sense of the word.

 

 

2

What is the problem/need/knowledge gap that the research result is responding to?  How was it addressed before?

DESBI comes to the cover the gap relation to the following difficylties in city branding:

The main difficulties in place branding are:
1.Getting the governors of places to realize that they need to involve other key stakeholders from the private and civil sectors in the development of the place;
2.Getting the leaders of governments, (local, regional and national) to share the leadership of the development of their place;
3.Getting key stakeholders to join together to undertake joint leadership of their place in partnership;
4.Getting key stakeholders to understand the difference between place marketing, destination marketing and place branding;
5.Getting key stakeholders to realize that place branding has more to do with economic development and public governance than advertising, logos and strap lines;
6.Getting key stakeholders to realize that place branding takes time and is not an advertising campaign of a few months duration;
7.Getting key stakeholders to understand the principles of place branding (as set out on our web site). »

 

 

3

What is the potential for further research?

The research challenges of the future needs to address the following issues; City brands methodologies should be developed further to attain:

chose carefully the leadership of the brand with a mix of people coming from different 
background, with different experiences of the city

listen to the city and the real life within it

increase pride of people in the city and take care of the social equality

be creative to foster the new way of the urban life

be an umbrella gathering the whole identities of the city: economical, social and touristy

segment the identity without dividing

 

 

 

4

What is the proposed method of IPR-protection? (patent, license, trademark etc.)

The adoption of the Creative Commons licensing model is suggested for DESBI overcomes the rigidity of the “All Rights Reserved” status and introduces the “Some Rights Reserved” status

includes terms and clauses for open distribution of content

is easy to use by an author or right-holder to grant permissions for any use of their works

has no cost

is enhanced by technological elements, i.e. meta-data software code

is applicable to all sorts of creative works

 

5

What are the steps that need to be taken in order to secure the IPR-protection? What is the cost of IPR-protection?

Creative Commons licensing model a design of DESBI in the form a blueprint is required and an application for license.

 

6

What is you overall assessment of the scientific maturity of the research result?

Developing a brand strategy from scratch can be challenging. It requires a significant communications programme to bring stakeholders together, prior to the brand creation. Media planning is a key success factor in reaching stakeholder target audiences. In addition, strong city assets have to be defined, described in detail, and suggested for inclusion, because the brand strategy is more about evoking an attractive environment than providing a set of clear promises. The real test for the brand will be the feelings and responses of the target audience while they are actually in the city. The technique is feasible considering that there is a concrete methodology, as it was developed in the Eurocities project. What the DeSBI brings into the picture is the use of crowdsourcing in achieving a common branding vision.

 

 

 

 

KEYWORDS QUANTITATIVE ASSESSMENT (0-5).

Please put X as appropriate.

1

2

3

4

5

Scientific maturity

 

 

 

 

x

Synergies

 

 

 

 

x

State-of-the-art/innovation

 

 

 

 

x

IPR-potential

 

 

 

 

x

 

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