IPB 2024 // Urbino // Group 3

Urbino

• 1. is the birthplace of Raphael

• 2. is a UNESCO World Heritage Site

• 3. has two of Raphael's masterpieces that are displayed in the Duke’s Palace

• 1 and 2 are correct

• all the above is true

During the Raphael events in Urbino in 2009

• 1. Opinion leaders were not used

• 2. Influential opinion leaders promoted Urbino as the Raphael birthplace

• 3. Less influential opinion leaders promoted Raphael's heritage

• 2 and 3 all statements are true

• all statements are incorrect

It follows from the case that the coverage of communication channels worked both on the audience size  and the city brand

• True

• False

Combining key, concomitant and basic city brand touchpoints in the case of Urbino was more important than the overall increase in the number of these touchpoints

• True

• False

The purpose of the Urbino branding project was to promote Raphael's heritage

• True

• False

Choose the WRONG statement (general conclusion)

• all brand communication channels and a specific schedule for using each of them must correspond to the purpose of communication

• the city should not use identifiers that the audience already associates with other cities

• for the success of city branding, a unified strategy and coordination of stakeholders are no less important than the artistic value of the cultural heritage on which the brand is built

• for city branding, communications are no less important than attractions

• all of the above is true (there is no wrong answer)

Choose the right statement (general conclusion)

• city organisations should form city partnerships to promote the city as a product and benefit

  themselves more rather than work separately on their own goals

• to ensure the result of city brand communications the messages should be sent by single sender

• cultural heritage of humanity can be perceived and appropriated/used by a wide audience by definition

• different senders of messages about the city cannot create noise in brand communications if they are all residents of the city

• all above is right

Choose the right statement (general conclusion)

• 1) Any events can help marketers bring brands of cities with rich historical and cultural heritage to a wide audience

• 2) Different message senders may act without much coordination if they are involved in the same city branding project

• 3) using the name of a famous person as a brand identifier of the city, it does not guarantee success without emphasizing the connection of this person with the city in communications

• 4) museum workers of the city and local historians are successful managers of a brand built on cultural heritage by definition

• 2 and 3 statements are true

The part of the brand identity that can be pronounced. It includes letters, numbers, or words

• Brand differentiation

• Brand positioning

• Brand mark

• Brand Name

Interference in the communications of the city brand can be compensated by the coverage of channels and the emotional appeal of the identifier

• True

• False