City and Town Branding – A Case Study of the Slovenj Gradec Brand
The research deals with a relatively young and complex area of branding, i.e. the branding of cities and towns, on the example of Slovenj Gradec brand. The empirical part consists of two approaches to the town's brand recognisability. First, an analysis of in-depth interviews of professional representatives of the six areas or shareholder groups (economy, health care, tourism, culture, education and sport) is presented. Second, an analysis of the survey research is presented with the results in the following areas: the key qualitative elements of the professional public, noticeable characteristics and values (noticeable profile) of the town of Slovenj Gradec, the core of the town's brand (focus), the criteria of urbanism that influence the perception of the town.
Year of publication: |
2020
|
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Authors: | Fink, Lucija |
Publisher: |
Zagreb : IRENET - Society for Advancing Innovation and Research in Economy |
Subject: | city branding | recognisability | quality criteria of brand and urbanism | shareholders | Slovenj Gradec |
Saved in:
freely available
Type of publication: | Book / Working Paper |
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Type of publication (narrower categories): | Conference Paper |
Language: | English |
Other identifiers: | 1760369454 [GVK] hdl:10419/224709 [Handle] RePEc:zbw:entr20:224709 [RePEc] |
Classification: | M31 - Marketing |
Source: |
Persistent link: https://www.econbiz.de/10012288786
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