Defining City Brand Personality: How Can Literature Help?
Definisanje ličnosti brenda grada: kako književnost može da pomogne?
Abstract
City branding has a strategic dimension. When it comes to defining city branding strategy, creating city brand personality, that is, defining a set of human characteristics that are connected to city brand, is particularly important. In this way, a city can increase its recognisability and differentiate itself from the competition on location market. The main aim of this work is to show the experience of defining city brand personality within the project „Vranje as a brand“. In the first part of the research, we used quantitative techniques (residents and visitors of Vranje were surveyed), while in the second part qualitative techniques were applied (focus group). On this occasion, the results of the research were complemented with the personality elements, that were taken from the literary works of the famous Serbian writer Borisav Stanković, who was born in Vranje and whose literature is connected with this city. That gave an additional element of authenticity to the brand personality. This is an example of how art can shape city personality, or discover the attributes which describe this personality.
Apstrakt
Brendiranje gradova ima stratešku dimenziju. U definisanju brend strategije grada poseban značaj ima kreiranje ličnosti brenda grada, odnosno određivanje ljudskih osobina koje su povezane sa brendom grada. Na ovaj način grad može da poveća svoju prepoznatljivost, odnosno da se diferencira u odnosu na konkurenciju na tržištu lokacija. Osnovni cilj ovog rada je da predstavi konkretno iskustvo prilikom definisanja ličnosti brenda grada u okviru projekta „Vranje kao brend“. U prvoj fazi istraživanja primenjene su kvantitativne tehnike (anketa koju su popunjavali stanovnici i posetioci Vranja), a u drugoj fazi su primenjene kvalitativne tehnike (fokus grupa). Tokom druge faze istraživanja rezultati kvantitativnog istraživanja su obogaćeni elementima ličnosti koje su preuzete iz književnog dela čuvenog srpskog pisca Borisava Stankovića koji je rođen u Vranju i čija je kompletna književnost povezana sa ovim gradom. Tako je ličnost brenda grada dobila dodatnu dozu autentičnosti i pokazano je kako umetnost može da oblikuje ličnost grada, odnosno da otkrije atribute kojima se ova ličnost može opisati.
References
- Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
- Azoulay, A., Kapfere, J.N. (2003). Do brand personality scales really measure brand personality?Journal of Brand Management, 11(2), 143-155.
- Bursać, B. (2009). Prikaz teorijskog modela u definisanju identiteta grada: studija slučaja grada Beograda. Časopis Kultura, 122/123, 78-103.
- Crockett, S., Wood, L. (2002). Brand Western Australia: „Holidays of an Entirely Different Nature“. In N. Morgan, A. Prichard, & R. Pride (Eds.), Destination Branding: Creating the Unique Destination Proposition (pp. 124-147), Oxford, England, UK: Butterworth-Heinemann.
- Čomić, Đ., Vičić, S. (2013). National and tourist identity of cities: The case study of Belgrade. QUAESTUS – Multidisciplinary Research Journal, 1(2), 15-27.
- Dejanović, A. M., Ljubojević, Č. (2015). City Branding As a Potential For Economic Development. 4th International Scientific Conference „Economy of Integration“, ICEI 2015 (pp. 291-304). Tuzla, BiH: Taculty of Economics, University of Tuzla.
- Dejanović, A. M., Lukić, J. M. (2018). City Branding Strategy as a Condition for Activating Development Potentials. The Third International Scientific Conference „Tourism in function of development of the Republic of Serbia“ – Thematic Proceedings II (pp. 294-311). Vrnjačka Banja: University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja.
- Erić, J., Šapić, S., Aleksić-Stojanović, V. (2009). Uticaj organizacione i nacionalne kulture na prihvatanje organizacionih promena: istraživanje u srpskim preduzećima. Sociologija, 51(4), 399-422.
- Glinska, E., Kilon, J. (2014). Desirable traits of the city brand personality in the opinion of managers for the promotion of the city goverment in Poland. Procedia -Social and Behavioral Sciences, 156, 418-423.
- Lee, H.J., Suh, Y. G. (2011). Understanding and Measuring City Brand Personality (CPS) – In the context of South Korean market. International Journal of Tourism Sciences, 11(3), 1-20.
- Hofstede, G. (1980). Culture‘s Consequences: International Differences in Work-Related Values. Beverly Hills, L.A.: Sage Publications.
- Hosany, S., Ekinci, Y., Uysal, M. (2006). Destination Image and Destination Personality: An aplication of branding theories to tourism places. International Journal of Culture, Tourism and Hospitality Research, 59(5), 638-642.
- Kaplan, M. D., Yurt, O., Guneri, B., Kurtulus, K. (2010). Branding places: applying brand personality concept to cities. European Journal of Marketing, 44(9/10), 1286-1304.
- Miljanović, M. (2015). Model izgradnje brenda kao odrednice privrednog razvoja, doktorska disertacija. Novi Sad: FTN, Univerzitet u Novom Sadu.
- Murphy, L., Moscardo, G., Beckendorff, P. (2007). Using Brand Personality to Differentiate Regional Toursm Destinations. Journal of Travel Research, 46(5), 5-14.
- Popesku, J., Gajić, J. (2009). Nove tendencije u marketingu – brendiranje gradova. Menadžment, marketing i trgovina, 171-180.
- Puzakova, M., Kwak, H., Rocereto, J. (2009). Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands. Advances in Consumer Research, 36, 413-420.
- Rauschabel, P. A., Ahuvia, A. C. (2014). You‘re so lovable: Anthropomorphism and brand love. Journal of Brand Management, 21(5), 372-395.
- Santos, C. A. (2004). Framing Portugal: Representational dynamics. Annals of Tourism Research, 31(1), 122-138.
- Tugulea, O. (2017). City Brand Personality -Realations with Dimensions and Dimensions Inter-Relations. Sustainability, 9(12), 1-22.
- Šapić, S., Golo, J. (2017). Uticaj dimenzija kulture na stavove i namere potrošača prema stranim i domaćim proizvodima. Marketing, časopis za marketing teoriju i praksu, 48(4), 235-242.
- Word Cloud Generator – Jason Davis, Retrieved from: https://www.jasondavies.com/wordcloud/
