BVA Group

CHALLENGES

Regional brands are more and more restricted by:

• Their lack of singularity in a regional competition context, which transforms the brand into a short term political tool with no long term political consequences on regional attractiveness
• Focusing on the brand’s “window display”, the visual, to the detriment of medium and long term perspectives because of the establishment and maintenance of a singular community

SYSTEM

BVA works on three major levels to build your regional brand:

• Consistency with the political vision of those elected
• Knowledge of the identity and singularity of the region through the use of core brand research (focus groups, ethnological expertise, etc.)
• A global vision of the attractiveness of the region in France and internationally, via our panels of economic leaders and opinion leaders

We help build your construction tools as tightly as possible to make sure you have the disruption necessary for a successful launch:

• Briefing by creative agencies
• Assistance in the construction from a community of local ambassadors in the region
• Campaign pre-testing

We take part in correcting the path to make sure you have a return on your investment:

• Political advice for the elected parties in the materialization and promotion of the brand
• Performance of scheduled measurements in the region, in France and internationally
• Put campaign ROI measurement tools at your disposal

Examples

• Creation of a regional brand for a large French metropolis and follow up for the entire length of the assignment
• Performance of pre-test and post-test studies for numerous regional campaigns
• Performance of core brand studies and images of the region

ADVANTAGES

BVA uses internal experts that operate along a regional brand’s entire creation and development chain: political advice, research, trends, organizing regional committees.