Current Banding Strategies of the Manly Council

Executive Summary

This report was commissioned to examine the current banding strategies of the Manly Council. It investigates into both imagery and corporate branding and how these theories apply to the city of Manly. Furthermore, it assesses these theories against real life marketing measures taken by the council in order to increase the areas overall brand. Kavaratzis City Brand Theory and Anholts Brand Index Framework are used to assess the effectiveness of the council’s efforts in strengthening Manly as a tourist destination.

The research draws attention to the relevance of treating place brands as corporate entities as both feature similar characteristics. Additionally, the report outlines the importance of attaching images to certain characteristics of a city as this forges a deep connection between the consumer and the landscape.

The report ends with three different recommendations that could enhance the brand of Manly as a tourist destination. These include:

- Winter Promotion

- Greater Transport Services

- Increase Local Business Culture

Table of Contents

Introduction p.3

Theories and Concepts p.3

Introduction to Manly Council p.6

Strategies used by Manly Council p.7

Analysis of brand Strategies with Theory p.9

Recommendations p.12

Conclusion p.13

References p.14

Appendix p.16

Introduction

The Manly Council has the responsibility of managing the cities brand. This report analyses different theories for place branding and how the case study measures up to different frameworks. Different concepts such as corporate branding and imagery branding are assessed with actual strategies the Manly Council has taken. These strategies are examined against the concepts to see the effectiveness of their efforts. Also, three recommendations have been made for how Manly can improve its overall brand for the future.

Theories and Concepts

Imagery Branding

The use of imagery