Miesto prekės ženklo kūrimo modelis

Abstract

Darbe analizuojamas miesto prekės ženklo kūrimo procesas, jo svarba miestui ir miesto gyventojams, tiriamas miesto prekės ženklo komunikacijos procesas. Darbe analizuojama miesto prekės ženklo samprata, miesto prekės ženklo įvaizdžio komunikavimo modelis ir išskiriami komunikacijos vertinimo aspektai. Atliktos teorinės analizės pagrindu pateikiamas miesto prekės ženklo kūrimo modelis

Today’s word really encourages development of cities and at the same time development of city brand. Strong city brand could help local authorities’ attract investments, tourists and improve life quality in branded places. Creation of strong brand means show difference between city competitors and offer as best as possible place for target audiences. Similarities found in branding literature let us apply corporate branding strategies in place branding and especially in city branding process. Considering positive sides of corporate branding strategies integrated place branding is created. This phenomenon takes into account wide number of stakeholders, social responsibility aspects, necessarily of internal marketing and provides tools and frameworks for city brand image creation. The process of city band creation is based on position city brand identity which is vision of how city wanted to be understood in stakeholders mind. Then on positioning process message is transmitted to target audience and how it is understand it is city brand image. City brand image communication model is based on this process and takes into account three different kind of communication. It is primary, secondary and tertiary communication forms, these forms are indicated by M. Kavaratzis in 2004. Primary communication concerns city communicative actions and includes: landscape, behavior, organization and infrastructure. Secondary communication is official communication of city authorities and tertiary concerns word of mouth effect. These parts of communication impacts city brand image. Present model of city brand identity communication would help in city brand image creation process for cities authorities and guide them to develop different parts of communication process