UNDERSTANDING THE BRAND
Market research and corporate brand strategy for the city of Berlin, including positioning, product development and corporate brand communication. Support of brand marketing to strengthen both local identity as well as the city’s attractiveness as industrial location.
OPENING NEW ENTRANCES
Following an investor insight study and international B2C/B2B market research, Kleinundpläcking repositioned the city brand as “Berlin – City of Change”. This positioning succeeded in uniting all economic, cultural, and political stakeholders, as well as the citizens of Berlin in support of one strategy.
New structures for product development and marketing helped to increase the relevance and consistency of the brand’s communication and thus boost the city’s professional reputation.
Management of this campaign lasted for several years and was accompanied by several projects in international market research.