Focus on regional stakeholders
Brand core studies in regional marketing
An area in Germany wanted to find out where it stood as a brand and how it could improve and raise its profile in relation to other German regions. GIM’s qualitative brand core study, based on social trends, generated substantial input for the region’s strategic marketing department.
The challenge
In the battle between German states to attract tourists, investors, companies interested in locating business and a well-qualified workforce, these days, strategic regional marketing is not an option, it’s a must-have. In 2010, GIM was tasked with carrying out a brand core study for one of these regions. The goal was to identify and analyse the main facets of the region’s image, and generate guidelines and instructions for the strategic brand management of the region.
The solution
GIM first focused on the main regional stakeholders. Researching their personal image of the regions formed the central content of the brand core study.
Next, 13 qualitative “creative slots” were conducted with tourists, tourism experts and what is often referred to as “high potentials” (doctors, engineers and other specialists). These slots were made up of in-depth personal interviews and focus groups. Projective and creative interviewing techniques were implemented to ensure an effective feedback. The core characteristics of the ideal region (from a tourist and work/life perspective) were investigated and compared with the current image of the client region.
In the next phase, the results of this nominal actual study were gauged against future socio-cultural trends (based on the GIM Delphi-Study Vision 2017 and GIM value theory). GIM was thus able to deliver a localization of the results in a general social context, and identify market positioning solutions with high chance of long-term success, to benefit the tourism industry, as well as the possibility to work and live in the region.
The success
In delivering a substantial, multi-perspective brand core analysis, GIM gave the client the strategic tools to regulate future brand management and brand communication. The study is a major contribution to the successful and competitive positioning of the region, as an attractive tourist location and a popular region to work.