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Abstract

Modern cities are increasingly promoting their own individual brands to gain a competitive advantage. 28 Polish cities, after joining the Cittaslow international network of cities, can additionally use their native brand in their activities. The aim of the author was to answer the question: should cities only use an individual brand, or maybe they can support these activities with a common brand strategy. The growth of interest in individual brands of 28 cities belonging to the Cittaslow network has been evaluated, also their popularity, popularity of the native brand on the Facebook, and the use of the Cittaslow brand by cities on their websites were analysed. It was noticed that not all cities use the Cittaslow logo. But most cities in Cittaslow publish a link to the network and brand information on their websites. The native brand Cittaslow is in Poland at the positioning stage but probably its popularity will grow as the benefits from using it begin to be noticed.
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Abstract

The article indicates the potential of revitalization activities in the process of building the image of the city, associated also with its “brand”. It shows the role of city-marketing to create a city product, connected to the development of the cultural industries and the urban tourism. The article indicates common areas between the revitalization process and the creating the city brand, focusing on Gdańsk. Two main documents are taken into account: Brand Strategy Gdańsk until 2013 and Program for the development and promotion of the product off er of Gdańsk and the region in the 2014-2020 perspective. The article shows different types of revitalization activities aff ecting the image of Gdańsk, including: the spectacular investments in postindustrial areas, as well as residents’ and independent organizations’ activities, aiming to transform and to promote neglected, but valuable, areas of the city.
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