Naslov
CITY BRANDING: CURRENT TRENDS AND FUTURE PROSPECTS

Autori
Dedić, Goran ; Golem, Silvia

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development (Book of Proceedings), 73rd International Scientific Conference on Economic and Social Development - "Sustainable Tourism in Post- pandemic World" / Baracskai, Z. ; Vukovic, D. ; Janjusevic, J. - Varaždin : VADEA, 2021, 34-42

Skup
73rd International Scientific Conference on Economic and Social Development: Sustainable Tourism in Post-pandemic World

Mjesto i datum
Dubrovnik, Hrvatska, 21.10.2021. - 22.10.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
City branding, Marketing practices, Cities

Sažetak
City branding, place branding, destination branding and the like are various notions under which the art and science of developing brands for various geographically and administratively defined units, have been discussed and researched during past 20 years. City branding as a concept is defined as the application of the philosophy and methods of branding to the development of cities. Research on city branding gained momentum during past five years. Number of publications (journal articles, books and monograph chapters, conference proceedings etc.) in the field of city branding is steadily increasing, reflecting both relevance of this topic as well steady increase in academic interest in this area. However, what seems to be interesting is a lack of conceptual articles with majority of these publications being case studies of branding practices in individual cities or urban agglomerations. While such approach is worthwhile in terms of identifying practices applied in city branding efforts worldwide, the lack of a coherent and universal basis for analysing and comparing city branding practices remains an issue which will require further research. Therefore, a systematic overview of the city branding discipline is important for generating new insights and building a common ground for the future research. The main aim of this study is to concisely review the city branding research studies since 2012, in order to identify major themes and approaches employed by researcher in the field of city branding. By means of an iterative search in multiple literature database, most relevant studies in the field of city branding were examined and analysed. This study indicates that researchers mainly use qualitative approach, while majority of the publications are still case studies of the individual city branding practices.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA