NYC. The Brand of the Capital of the World

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There are few cities in the world that are likely to be understood as real international brands. The first city, start working on its own brand consciously was New York in the late 70s, but it is only a decade that the territorial brand and even more specifically that one metropolitan around the globe is becoming common practice. Speaking of these cities-brand, the queen it is definitely NewYork. But how long?
For those who know little of the brand, we always say that the best players in this field are the fashion brands, which we often use as a yardstick of comparison. To know why they are so, here you find the article that explains …
So as happens especially in the fashion world, where the holding company that detains other brands is a brand itself, (LVMH, OTB, PPR among the best known) also New York has both a strong brand awareness and at the same time it holds the supervision than other brands under his wing.
The main difference between a company’s brand and the brand of a city or other subject that is an unborn directly as an actor of the market is the difficulty of calculating the exact brand’s equity, or rather, let’s say that calculate it, would take years of in-depth, for what has diversified the application of the mark, for the difficult to find all the documents and for all the use of the brand that is made without being recorded. We understand what we’re talking about.
New York (as might also be London or Paris) within the global market is as a holding company with a strong brand awareness and everything which marks acquires an overall value increased because marked by a distinctive symbol of quality. New York is a city of high-quality architectural, cultural and intrattenitiva, all this combined with excellent marketing skills especially developed in the 80s and 90s made it a brand of quality and value.
It must be said that in those years the brand concept was still in its adolescence and had not taken root in none public institution in the world except in New York, which at that time was the cultural capital of the world.
In fact, even if the first document of brand management was written in 1931 by the manager Neil McElroy Hosler (Procter & Gamble), these concepts became widely used in the 50s and only the first case of global success in the public sphere was instead exactly the logo/pay-off “I Love New York” by the designer Milton Gasler of 1976. The first case in which public funds were spent to vehicular a sentence. From 1977 until the early years of the millennium, New York intended as brands has sold of everything.
A CAMPAIGN FOR ALL SEASONS is the title of an article in The New York Times in 1987 ( where is explained how New York before this campaign was known mainly for being a criminal, dirty and rude city, that very few took into account for their trips and how it came to be the most visited of all the north-eastern United States bringing the tourism value of the state of New York from 5.5 billion in 1976 to 14.4 in 1985 making it the second most important industry for the state of New York.
Today the brand New York turns out to be as a holding company that owns other marks that could be defined “of sector”, all different, each with its own identity, expressions of different values, but united by the same idea that unites them. This notion that the way we read the market, this unifying idea that later it results to be also the mantra of the brand is: cultural power.
The idea that gives value to New York and holds together its brands is that together they express the more open-minded and at the same time snobs of the USA. New York is the queen of the rich and the poor, is the queen who gladly welcomes everyone, snubbing them. New York is the cultural queen the most powerful country in the world, New York is perceived rich even when is poor. And that, gentlemen, we assure you that is one of the hardest things in the world and more value in marketing. New York knows how do perceive good even evil.
New York is perceived as a city fascinating, complicated. The reason why New York is always appreciated even with all its faults it is given by the great ability to have made them an advantage. The Bronx, which was been for decades substantially a rough neighborhood full of crime problems and poor education, instead had and still has, its logo printed on sweatshirts and baseball caps sported around the world, as in the best global fads. From the late 70s onwards, New York has become the set for every type of event, real or fake. That it’s a vernissage of art or the landing of Godzilla
New York is the holding company that can make attractive on bags, t-shirts, book titles and movies its streets, its squares, its neighborhoods like no other city in the world.
In fact, under the umbrella brand with the acronym NYC we find brands with targets which are refered at social clusters more precise as Brooklyn, Manhattan, Queens, West Village, Village, Lower East Side, Hudson, Five Evenue, Times Square etc …
Each of these appears to be suitable for different types of products and different targets.
We understand that the name of the Lower East Side can optimally represent real estate companies, Times Square can be used for give emphasis to electronics and informatics companies , the name Brooklyn is always perfect for the catering or for street clothing and so on .
Wanting to calculate the value of the brand New York, counting all the times his name or some of its streets, squares, buildings or places has been cited or filmed over the years (for calculation will typically use the last three but the discussion here dovrebbe very technical) would tend to insanity or self-harm, but instead there is an reasoning for the value of the brand that anyone can do individually, taking a given product. The method could be an adaptation of the ”actualization of the differential income been made by the brand” that basically is used to quantify the value of the brand as a function of the contribution that the same provides to the overall profitability of the company. Using it on the contrary we could instead see how much the brand provides in terms of profitability on each product.
Without disturbing the mathematical formulas, even if not too complicated to tell the truth, let’s try to think what would lose every product marked by the New York’s brand or by its others.
The same t-shirt without the written “Bronx” how much less would be sold? Would be sold?
In the second case, the discussion would be even longer, in the first is enough to understand that the difference between the break-even point and the selling price is the value of the brand per unit.
Understand how much it’s worth in economic terms the brand would require years of study, but the great thing about the branding is that everyone can easily figure it out and in fact just think how much value added each of us perceives for any event if this happens in New York. A concert in New York has more value, an art exhibition in New York has more value, a film shot in New York has more value.
Do you think there is now a world capital as was New York in the 80s and 90s? Is still New York or another one?

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