134
Trends
PUBLIC AND TERRITORIAL BRANDS
The strength of public access and regional brands By Andrea De Amicis In every part of the world, there are many public and regional brands. They are important because they can promote local resources, raise awareness, and create value for otherwise unused assets. There are many ways to promote a public institution or region: creating and extending a dedicated brand is one of the most effective. Creating a brand helps highlight appealing characteristics and establish a more interactive relationship with the people who visit these institutions or regions. These sort of brands certainly have limitations, because the interest they generate is limited to the place or public resource they represent. To a certain extent however, this is the same for all brands, which by target or interest necessarily exclude some demographics: but this selection can also be a strength. Using the example of some high profile companies, we can see how a public or regional brand can be developed. Ipanema Licensing is an agency that deals with managing the brands of cities, places and monuments in France. It is one of the top two agencies specializing in licensing
Monaco Parfums for Man
Monte Carlo for Skoda
Principality of Monaco, the Centre des Monuments Nationaux, St Barts and the city of Lyon.�
Monte Carlo for Gucci and branding of French public institutions. Ipanema’s director of licensing, Bruno Guillen, has very clear ideas about this sector and how to enhance these brands: “Even if Entertainment continues to reign in the licensing market, there are now a plurality of different brands who wish to develop under license, and who are at their level capable of providing original content and leading many forms of collaboration. Ipanema specialized almost 10 years ago in the institutional brand licensing segment, a niche market that has experienced a significant growth in recent years. The desire of cities and institutions to better control their image, as well as to find new sources of income in the face of the growing need for self-financing, has fully validated our positioning. These brands are managed with care and require a specific approach that we implement every day to promote realities such as the
Ipanema has managed to create profitable deals for its brands, giving life to successful products like Monaco Parfums, available for men and women. Created by great perfumiers and sold under license for several years in Europe, it has been particularly successful in Eastern Europe. Or the collaboration of Monte Carlo with Skoda, an great success in several countries. After the licensed launch of the Skoda Fabia Monte Carlo in 201, the brand decided to extend the partnership to its entire range. This year Monte Carlo has also partnered with Gucci for a mini collection of accessories. For the famous Arc de Triomphe Paris, some products have been developed under the brand Le Fabuleux Shaman, intended for the public that most visits the Arch, the under 40s. For the Abbey of Mont Saint Michel a Arc de Triomphe, collaboration with Le Fabuleux Shaman
