Vietovių ženklodaros genezė

Abstract

Scientific analysis of place branding is observable at the end of twentieth century, as it began to take interest in the application of marketing techniques for building local reputation and attractiveness. The development of this concept influenced, that the object of analysis passed to the multidisciplinary field of place branding. Nowadays amount of the information about place branding is growing, but in science literature is hard to find particular information about development of the concept, tools and communication process. The article reviews place branding processes form place marketing to place branding; genesis, communication process, theoretical aspects and relevance of place branding. The communication process review is based on theoretical and place image communication model. The beginning of place branding is related with usage of untraditional marketing techniques. This process was influenced by inefficient usage of traditional marketing tools which emphasize functional attributes. Place marketing and place branding review shows that the subject of research is similar, but implementation process and tools is different. The main thing that sickouts place branding form place marketing is creation of competitive advantage by unique place image. Place branding origin is developed product branding concept which is focused on place identity, image and communication. Place brand is more than name; it integrates physical, socio-psychological features and opinion of the brand. Place branding communication processes are review by presenting M. Kavaratzis (2004) city image communication model. This model is based on corporate branding ideas and fits to author’s attitudes to place branding. Image communication in this model is based on primary, secondary (these levels of communication could be influenced by creators) and tertiary or word of mouth (result of primary and secondary) communication. [...]