INNOFOCO

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	A brand is more than a logo. Brand building is not equivalent to promotion. A brand strategy comprises the brand vision, mission, values, attributes and its positioning vis-à-vis its competitors. InnoFoco works with clients to define and redefine your brand strategy, having regard to the political, economic, social and technological context. We are also an expert in city/country branding.
	Brand Values: Four Dimensions	Consumers nowadays look to brands to evoke meaningful experiences that resonate with their values and aspirations – goods and services that help define who they are, what they want and who they want to associate with. A successful brand has to go beyond its functional and economic values to establish emotional connections with its customers. It also has to build its social capital. Corporate social responsibility should no longer be a public relations function but has to be built into the DNA of an organisation.
	Branding is also relevant to places. Every city has to compete for its share of the world’s talents, consumers, tourists, investors, students, entrepreneurs, international events and for the positive attention of the international media and other governments. A location brand is the sum total of its competitive positioning, attributes (unique characteristics), values, brand promise and vision.