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

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A Roadmap for Branding Dublin, A Discussion Paper 20124.4 A Vision for DublinInterviewees and other participants in this work to date have consistentlypointed to the lack of an overarching inspirational vision for Dublin. This isreinforced through a review of the strategies and policy documents pertainingto Dublin.“Cities must understand what place characteristics make themdistinctive. All cities are part of the global economy and are now moreconnected physically and electronically. Nevertheless, unique placecharacteristics continue to distinguish one city from another and createcompetitive advantage”. 4545 Acre, Accommodating Creative Knowledge – Competitiveness of European Metropolitan Regions within the Enlarged Union, 201232
Figure 3: Formulation of Dublin’s Future Brand Values and Identity 46Brand Values: The future aspirationalidentity and associations of the brand.How we want internal stakeholdersand those outside Dublin to view thebrand and the benefits that theyexpect to receive from it.Future Brand Valuesand IdentityBrand Assets:The propositionpoints ofdifference andassociatedbenefits ofDublin’s brandidentity. Theidentification ofthe current brandperceptions andbrand values.Friendlinessand WarmthDUBLIN’SBRAND VALUESOpennessand DiversityEntrepreneurialSpiritInnovationand CreativityBrand and Constituent ValueIdentification of Dublin’sAssets and ChallengesTimeFigure 3 illustrates the process of how the brand identity could be formulated.46 Modifi ed from: Chief Executive Offi cers (CEOs) for Cities, BrandingYour City, 2006
Page 5 and 6: ContentsExecutive Summaryv1. Introd
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Page 18 and 19: Timeline:It is suggested that the A
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A Roadmap for Branding Dublin, A Di
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10 Steps toDublin’s Brand1Engage
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CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

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