SUMMARY
From 2008 to 2020, "Be Berlin" has been Berlin's emblematic brand, positioning the city as a dynamic, innovative, open metropolis and symbol of freedom. It is also a model of success, thanks to theinvolvement of citizens, celebrities and industrialists, as well as the organization of its "Berlin Partner " network (see insert p. 2).
Visit here the history and milestones of this campaign, which remains to this day an emblematic success story of territorial marketing worldwide. In 2013 , the destination won an award at the Place Marketing Forum.
Since the end of August 2020, the brand has evolved and become "Wir.Berlin" ("We.Berlin"). This new positioning is reflected in its first campaign: "We are one Berlin". While the brand now focuses on the " unity" dimension , it retains the " freedom " character that has characterized its territorial marketing strategy in recent years.
Keywords: attractiveness, branding, city branding, collaborative, co-construction, shared brand, territorial marketing, solidarity, Berlin, Germany
Illustration: Wir.Berlin
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