Naslov
Promotion as a part of strategic communication of a successful brand name

Autori
Tomažič, Tina ; Plenković, Mario ; Radoš, Goran

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, ostalo, znanstveni

Skup
Communication Policies and Culture in Europe

Mjesto i datum
Barcelona, Španjolska, 25.11.2008. - 28.11.2008

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
communication ; promotion ; brand ; city

Sažetak
The objective of this work examines the role of the communication in the promotion of a city’s brand name. The sense of the article is to establish, conceptualize and categorize the basic operative communicative and visual legitimacies and conception categories, which are used in the promotion and new contemporary communication trends. The article is particularly interested in studying the factors that entice visitors or consumers into city centers and as such have significant influence for the promotion of a city. Our world has become the world of images, splendor, commercials and media stars offered by the media, a world of the spectacle out of which lifestyles and the culture of consumption have developed. The answers to these developments were consumer centers whose function allows us to call them centers of the spectacle. They replaced the old meeting places that existed formerly in inner cities. The old city-centers have become less attractive because of the development of big shopping centers, because of the climatic conditions, because of their central position and the consequential inability to provide enough parking places. These problems are not reflected only in the decline of city-centers and smaller street crowds, but also in the less and less prominent European cultural identity. What plays the central role in this is a strategically shaped space that offers above all a possibility for spending spare time, a spectrum of parties and comfort, and allows the visitors or consumers an interesting spatial experience with the sense of a story or a “consumption of space”, which is an attraction per se. Theory discussion in our paper is conducted by diachronic and synchrony analysis of structural contents of visual communication. We used SWOT analysis for exploring the solid case of the city’s brand name. The paper is aimed hypothetic and systematic communication analysis in the context of promotion of the city’s brand name. Strategic promotional action in the process of visual communication is forming attitudes and opinions of citizens about other persons, events, spectacles and media. The article lists some of the reasons that apparently contribute to the decay of inner cities. It at the same time stresses the importance of preserving sociability and quality life in city, which can also be achieved by creating sensation and the spectacle. The study suggests one possible way of reacting to this complex problem by organizing creative events based on its own historical and geographical characteristics with the help of storytelling, which allows it to at least partially reclaim its old role and the position in the European cultural grounds and develop emotional connection between city brand and consumers.

Izvorni jezik
Engleski

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