Place branding (r)evolution: the management of the smart city’s brand

Abstract

The emergence of smart cities is a logical and natural development of traditional agglomerations, a consequence of revolution 4.0., and expansion of information and communication technologies. The aim of this paper is to present the Smart City’s Brand Management model and to formulate the recommendations regarding the implementation of the strategy of the smart city’s brand. The research on smart city brand management was conducted in the second quarter of 2019, basing on primary and secondary data. During the period, secondary sources were used in the form of data gathered from the official websites of 90 smart cities. Furthermore, the research was conducted in the form of direct and indirect communication with respondents using the phone and online survey techniques addressed to persons responsible for managing the city brand or its promotion. The obtained results confirm that the smart city brand management should rely on building and developing a competitive local identity of a city brand founded on strong distinguished features through the implementation of long-term initiatives together with residents and other stakeholders. The relational and participatory character of the smart city brand management is visible.

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Source Hanna and Rowley (2011), Towards a strategic place brand-management model, Journal of Marketing Management 27(5–6): 458–476

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Source Author’s elaboration

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Acknowledgements

The project was financed from the funds of the National Agency for Academic Exchange (NAWA) as part of the Bekker Programme (PPN/BEK/2018/1/00154/DEC/1, Place branding (r)evolution—the management of the smart city’s brand).

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Correspondence to Magdalena Grebosz-Krawczyk.

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Grebosz-Krawczyk, M. Place branding (r)evolution: the management of the smart city’s brand. Place Brand Public Dipl 17, 93–104 (2021). https://doi.org/10.1057/s41254-020-00167-2

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Keywords

  • Smart city
  • Brand image
  • Place branding
  • Model of management of the smart city’s brand