engleski

Place Branding in the Culture of Design

Svrhu rada čini razumijevanje struktura brandinga mjesta. Izdvaja se komparacija brandinga maraka i mjesta te definicija brandinga mjesta. Obrazlažu se strukture brandinga mjesta putem koncepta konkurentnih identiteta, sastavnice portfelja lokacija. Branding mjesta dijelom se oslanja na metode brandinga maraka dok istovremeno razvija svoje autonomne oblike. Metode konzultativnog dizajna ulaze u konkurentni dijalog sa praksama oblikovanja i prezentiranja prostornih identiteta.

culture of design; competitive identity; place branding; location portfolio; regional integrations

The main purpose of the subsequent paper is to understand branded place structures. Comparative analyses are elaborated between product and place branding methods. Structures of branded places are elaborated through the concept of competitive identity. Elements of location portfolio are listed. Conclusion is made that place branding is partially supported by product branding methods while at the same time it is capable of developing its autonomous forms of expression.