From stereotypes to a strong brand.
In the recent years, both worldwide and in Poland, the idea of brand creation of countries, cities and regions has become popular. This idea caused mixed feelings among marketing experts who did not bode it much success.
They held on to the believe that the image of a country as a brand will be perceived only at the level of stereotypes and common beliefs. Such a way of thinking also assumed that a country or city is able to develop its image only through specific political, social and economic actions. Reality proved to be completely different. Such countries as Australia, Spain or Singapore have been able to create a credible and advantageous image of their countries as brands. It has become clear that a strong brand of a country is a strategic product on the market.
Until recently, in comparison with other Western European countries, Spain was considered to be backward. Now, thanks to an effective branding strategy, it created a strong brand of a rich country, open for other cultures and with favourable grounds for investments. This success was invaluably influenced by a skilful connection of promotional campaigns with large events organised in Spain, such as the Olympics in Barcelona in 1992. On the other hand, Singapore, as a result of its 2003 promotional campaign, was recognized as an international trade and business centre in Asia.
In the opinion of many experts, an example of effective creation of a city’s image as a brand is the German capital, Berlin, and its symbol of the bear. One cannot deny that the city has interesting history and that it brings about many associations. This creates many possibilities for the development of the brand, but the key to success turned out to be the cohesion of messages directed to the recipient and although the Berlin brand strategy draws from many sources, it remains clear. Another factor which positively influenced the effectiveness of promotional actions was the engagement in the project of artists from practically all countries of the world.
Our country is also promoting itself in the world. It has set itself a task of developing a recognizable brand. TV commercials aired on Western television, Polish culture festivals and a number of other promotional actions are aimed at presenting Poland as a modern country, which is not afraid to draw from its rich tradition and history. The coming years will prove, whether such actions are effective. A larger diversity of strategies and approaches to branding may be seen in the actions of Polish cities.
Officials from Cracow, Gdańsk or Warsaw perfectly understand that the current market situation requires them to reach decisions which would help to distinguish their city in the battle for new investments and financing sources. For promotional purposes, Cracow is using its numerous monuments, Gdańsk is associating its brand with the legend of “Solidarity” and political changes, Wrocław presents itself as a perfect place for investments. It seems that large cities do not have a problem with finding unique values which are to distinguish them among other cities. Well, what is the story with smaller cities?
Pruszków is a city around which many negative stereotypes have been formed and due to its geographical location, it remains in the shade of Warsaw, however this does not stop it from the building of its own brand. A promotional campaign under the slogan “It’s time for Pruszków” has been launched. It is organized by our branding agency, Bakalie Studio Brandingowe. So far, in the framework of cooperation with the city’s Promotional Office, and image-informational folder has been prepared. Its aim is to present a true picture of the city and a campaign logo inspired by the dynamics of developmental actions, as well as to invalidate the various stereotypes.
The folder describes Pruszków’s biggest advantages in a clear and intelligible manner. It presents a picture of a city which not only has justified ambitions of becoming a respected brand but also, what’s more important, has the necessary potential to do so. On the visual side, it is also a beautiful photo album. Pruszków is a city exceptionally active in economic terms. It is a leader among independent research facilities in terms of investment attractiveness and development potential. This can be ascribed to joint efforts of local entrepreneurs and city authorities. There are many reasons for which to invest in this city, starting with an advantageous geographical location, ending with extensive infrastructure. Being the second largest city in the Warsaw conurbation (55 thousand citizens), it wants to base the image of its brand on three pillars.
The first one is infrastructure which the city offers to all those who want to visit it. The location of Pruszków near important communication routes connecting the capital of Poland with the western parts of the country and Europe is it undeniable advantage. Construction of the first covered cycling track in Poland is underway. Furthermore, among others, a railway container terminal and trans-shipment terminal for trucks are available.
The second pillar in image development is connected with the creation of favourable conditions for investments for companies by city authorities, which is a positive development, rarely seen in the Polish market in practice. As one of few districts in Poland, the Pruszków district received a “Transparency Certificate” which guarantees the clarity of procedures and non-tolerance for corruption.
However, the third pillar is connected with protection of the environment, culture and history. Within the city there is a protected landscape zone, where various cultural events are held, such as the “Concertos at the Orangery” piano festival. An interesting fact in the history of the city is the existence of the oldest Polish Majewski’s pencil factory, which stared operation in 1889.
Pruszków wants to promote its image with determination. Present and future actions connected with the development of the Pruszków brand constitute a unique case study which is worthwhile to track personally, since it could provide those interested in the branding of countries and cities with many valuable hints.
