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Qualitative criteria of urbanism and brands: a comparative analysis

Urbani izziv, 2014-01, Vol.25 (1), p.5-23 [Peer Reviewed Journal]

ISSN: 0353-6483 ;EISSN: 1855-8399 ;DOI: 10.5379/urbani-izziv-2014-25-01-001

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  • Title:
    Qualitative criteria of urbanism and brands: a comparative analysis
  • Author: Pompe, Andrej ; Salaj, Alenka Temeljotov
  • Subjects: Brands ; Cities ; Competitiveness ; Marketing ; Qualitative analysis ; Urban development ; Urbanism
  • Is Part Of: Urbani izziv, 2014-01, Vol.25 (1), p.5-23
  • Description: ABSTRACT IN SLOVENE: Interaktivnost, multidisciplinarnost, sinergija in soodvisnost so pojmi, ki se ocitno vpletajo v upravljanje vsakega odgovornega mesta in njegovih voditeljev. Med disciplinami, ki pomembno vplivajo na edinstvenost in konkurencnost nekega mesta, ima urbanizem pomembno vlogo. Nobeno od mest, ki so uspesna v konkurencnem prostoru, ne bi bilo pomembna in mocna znamka mesta, ce ne bi bilo prepoznavnih, edinstvenih in znacilnih elementov urbanizma, ki delajo mesta unikatna. V clanku izhajamo iz hipoteze, da urbanizem s kvalitativnimi resitvami sooblikuje znamko mesta in da se kriteriji, ki to dokazujejo, skladajo s kvalitativnimi kriteriji trzne znamke. Na podlagi pregleda znanstvene literature tako s podrocja urbanizma kot znamk in znamcenja smo ugotovili, da kvalitativni kriteriji urbanizma dosegajo veliko vsebinsko skladnost s kvalitativnimi kriteriji znamke ter tako odlocilno vplivajo na znamko mesta in njeno umestitev na konkurencnem trgu mest. Kvalitativni kriteriji urbanizma in znamke so povezani in so si po splosni vsebini podobni, razlikujejo pa se v formulacijah in ravni implementacij. Ugotovljene skladnosti pomenijo korak naprej v integralnem delovanju, upravljanju, komuniciranju in trzenju mesta. Omogocajo povezovanje doslej bolj ali manj nepovezanih podrocij urbanizma in trzenja. Pozitivne posledice razumevanja povezanosti obeh podrocij bodo dolgorocne ter bodo zgradile prepoznaven, konsistenten in déleznikom prijazen sloves mesta. Ugotovitve so velika priloznost za uprave mest in potrjujejo, da je k upravljanju mest treba pristopati celovito. // ABSTRACT IN ENGLISH: Interactivity, multidisciplinarity, synergy and interdependence are all concepts that are clearly intertwined with managing every responsible city and its leaders. Urbanism plays a significant role among the disciplines that affect the uniqueness and competitive position of a city. None of the cities that are successful in a competitive environment would be a noteworthy and powerful brand if they did not possess recognisable, singular and distinctive elements of urbanism that made them unique. This article proceeds from the hypothesis that urbanism with qualitative solutions helps shape a city's brand and that the criteria that demonstrate this are in agreement with the qualitative criteria of a brand. In reviewing the scholarly literature on urbanism as brands and branding itself, it is shown that qualitative urbanism criteria show great similarity with qualitative brand criteria, and therefore have a decisive effect on a city brand and its placement in a competitive urban market. Qualitative urbanism and brand criteria are closely linked and tend to be cast in the same mould, although they differ in formulation and level of implementation. These acknowledged similarities represent a step forward in integral operation, management, communication and urban marketing. They also enable more-or-less unconnected areas of urbanism and marketing to connect. The positive consequences of understanding the connection of both fields will be long-term and will build a recognisable, consistent and stakeholder-friendly reputation for a city. These findings are a golden opportunity for urban management and confirm the need for a comprehensive approach to urban management.
  • Language: Slovenian
  • Identifier: ISSN: 0353-6483
    EISSN: 1855-8399
    DOI: 10.5379/urbani-izziv-2014-25-01-001
  • Source: ProQuest Central
    DOAJ Directory of Open Access Journals
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