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CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

ContentsExecutive

ContentsExecutive Summaryv1. Introduction 12. Global to Local 72.1 Global Trends 72.2 What is City Branding and what are other Cities Doing? 92.3 Irish Context 112.4 Dublin Context 143. Dublin’s Story 194. The Dublin Branding Project 254.1 Objectives of the Brand 254.2 Who is Leading on the Development of Dublin’s Brand? 264.3 Events and Timeline 304.4 A Vision for Dublin 324.5 Dublin’s Target Markets and Audiences 364.6 The Formulation of the Dublin Brand 425. Dublin’s Top Assets 455.1 Dublin’s Leading Asset Its People 475.2 City of Innovation 495.3 World Leading Investment and Business Location 525.4 Dynamic and Educated Talent 545.5 Openness and Diversity 545.6 A Competitive City Infrastructure 555.7 Distinct Urban Character with a Vibrant City Centre 575.8 A Wealth of Creativity and Cultural Activity 595.9 At the Heart of Ireland, and the Centre of the World 61

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