City branding as a tool of public administration

• Authors: Maryna Bilyk , Oleh Kratt , Kateryna Pryakhina , Iryna Trunina

Title variants

PL

Tworzenie marki miasta jako narzędzie administracji publicznej

Abstracts

PL

W artykule omówiono kształtowanie marki miasta jako narzędzia administracji publicznej służącego podnoszeniu konkurencyjności. Scharakteryzowano definicję „brandingu miasta” i cechy marketingowe brandingu terytorialnego; opracowane narzędzia naukowe do diagnostyki i rozwoju marki terytorialnej; rozwijane są kierunki promocji marki miasta jako czynnika wzrostu jego konkurencyjności. Celem jest teoretyczne i praktyczne uzasadnienie kształtowania marki miasta jako sposobu na zwiększenie jego konkurencyjności. Podstawę metodologiczną opracowania stanowi zespół teoretycznych i empirycznych metod poznania naukowego: uogólnienie teoretyczne – w celu wyjaśnienia podstaw teoretycznych i metodologicznych koncepcji brandingu miasta; analiza i synteza – w określaniu kierunków strategicznych i docelowych odbiorców marki miasta, kształtowanie kierunków promocji marki miasta; obraz graficzny z wizualnym przedstawieniem wyników badania.

EN

The article examines the formation of the city brand as a tool of public administration for increased competitiveness. The authors present a definition of ‘city branding’ and marketing features of territorial branding, scientific tools developed for diagnostics, as well as development of the territorial brand, and directions of promotion of the city brand as a factor of increasing its competitiveness. The purpose was a theoretical and practical justification for the formation of the city’s brand as a way to increase its competitiveness. The methodological basis of the study was a set of theoretical and empirical methods of scientific knowledge: theoretical generalization in order to clarify the basic theoretical and methodological foundations of the concept of branding the city; analysis and synthesis in determining the strategic directions and target audiences of the city brand; the formation of directions for the promotion of the city brand; visual of the results of the study.

Keywords

EN

brand; city branding; territory branding; public administration

PL

marka; branding miasta; branding terytorium; administracja publiczna

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Biblioteka Regionalisty
• Year: 2021
• Issue: 21
• Pages: 15-27

Dates

published

2021

Contributors

author

Maryna Bilyk

• Kremenchuk Mykhailo Ostrogradskyi National University

author

Oleh Kratt

• Kyiv National I. K. Karpenko-Kary Theatre, Cinema and Television University

author

Kateryna Pryakhina

• Kremenchuk Mykhailo Ostrogradskyi National University

author

Iryna Trunina

• Kremenchuk Mykhailo Ostrogradskyi National University

References

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Identifiers

DOI

10.15611/br.2021.1.02

Biblioteka Nauki

1985485