Mass Communication as a Tool for the Branding of the City
Keywords:Branding of territories, brand of the city, forms of communication, target groups of the public
In the modern global world the existence of cities is conditioned by cutthroat competition for intellectual potential and investment attraction. The theme of territory branding in Ukraine is expected to become more significant due to the new social and economic reality. Decentralization and financial autonomy of regions and territorial communities make it inevitable to regard to the practices of territory branding and use all the available means of mass communication for the increase of territory attraction. The efforts of a city brand forming are aimed predominantly at creating such an image of a city which would captivate tourists and investors. Having said that, it is as much important to form the image of a city, comfortable for living among the local citizens. Social diagnostics of the city territory is critical for making decisions in the course of strategic city planning, creating the city brand programs. In the context of the evaluation of a city in terms of developing its brand, what must be taken to consideration are the forms of communication between people, defined by the culture of specific territories, along with the environmental dimensions of a city existance. Hence, it is essential to adapt the instruments of commercial branding to the aims of city branding, pointing out not the characteristics of the product, but the characteristics of the local culture and people.
The research focuses on the aspects of the city brand forming, the forms of primary, secondary and tertiary communication between the city and the target groups of public. The study also discloses the role of different means of mass communication in the city image forming and its branding. Furthermore, the research illustrates and analyzes different communication models of the city brand forming - Simon Anholt’s hexagon, the three major instruments of city branding - “personal association”, “imagemaking” and “event”.
The process of setting up the appropriate conditions for the city brand forming is resource- and time-consuming and is rewarding only with engaging nonmaterial resources - the complex of creative approaches which can successfully realize the potential of a city.
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