Abstract
Physical branding is a method of managing architectural/urban systems which, in its significance, design and purpose, represents individual spatial identities and can affect the competitive identity of the site. The aim of the research presented in this chapter is to identify physical branding models in the field of cultural heritage and the designed natural environment in relation to the renewal of heritage and/or the application of urban modernity. The expected results are typologically defined physical branding models. The networking of specific spatial characteristics, through targeted architectural/urban planning, contributes to the establishment of individual spatial identities which, in their significance, affect competitive identity. The obtained results may be applied to strategic planning procedures, both in spatial planning and in the planning of economic development.
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Notes
- 1.
Pavković (2018) Doctoral thesis: “Method of physical branding—the architecture and urban development impact on the competitive identity of the place”.
- 2.
The term and concept of a single spatial identity, which implies an individual architectural/urbanistic approach, is introduced in scientific terminology in the aforementioned doctoral work.
- 3.
The concept of competitive identity has been developed by Simon Anholt in Competitive identity: the new brand management for nations, cities and regions, published in 2007, and based on the concept of national identity as the comparative advantage of a particular country in a globalised world. Anholt’s model contains six factors of competitive identity that cover the key segments of social and economic activities, directly related to the creation of a nation’s reputation in the perception of target groups: tourism, economy, politics, investment, culture and people.
- 4.
Individual spatial identity is an architectural and urbanistic intervention whose significance and characteristics differentiate it from others, and it holds a unique place in the perception of the general and targeted public. Networked in a system, and individually dependent on the function, individual spatial identities affect place competitiveness.
- 5.
The instruments used for embedding the values of heritage in the methodology for making plans and codified by legal regulations are not sufficient to protect the values of intangible heritage, so it is only established as a value in name, although without concrete measures for implementing this protection.
- 6.
Since 2000, the European Commission has had several key funds to strengthen the competitiveness of the member states. The most used and important are the European Regional Development Fund (ERDF), the Cohesion Fund and the European Social Fund (ESF). The ERDF aims to strengthen economic and social cohesion in the European Commission by correcting imbalances between its regions (European Commission 2014).
- 7.
For additional information on the method, see Horvat and Pavković (2013).
- 8.
The mentioned examples were studied in more detail within the scope of the doctoral research, partially conducted as part of the science-research project Heritage Urbanism—Urban and Spatial Models for Revival and Enhancement of Cultural Heritage, 2032—HERU/2014–2018.
- 9.
Project leader: Tomislav Krajina; Situs d.o.o.
- 10.
Since 2016, St. Michael’s Fortress and the Barone Fortress have been considered a single public institution under the name Fortress of Culture, which keeps records of the sum of visitors at both these locations.
- 11.
Project leaders: Damir Lasinović, Marko Paić, Ivona Ivčević and Ivana Lozić; ARX d.o.o.
- 12.
Project leader: Nikola Bašić; co-leader: Zvonimir Bušić.
- 13.
According to data provided by the Public Institution for Protected Area Management in the County of Šibenik and Knin (information published in the media).
- 14.
According to data provided by Šibenik Tourist Board, overnight stays increased by 9% in 2016 compared with 2015.
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Acknowledgements
The research is part of the scientific project “Heritage Urbanism—Urban and Spatial Planning Models for Revival and Enhancement of Cultural Heritage”. It is financed by the Croatian Science Foundation [HRZZ-2032] and carried out at the Faculty of Architecture, University of Zagreb.
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Pavković, M., Horvat, J. (2019). Physical Branding and Heritage. In: Obad Šćitaroci, M., Bojanić Obad Šćitaroci, B., Mrđa, A. (eds) Cultural Urban Heritage. The Urban Book Series. Springer, Cham. https://doi.org/10.1007/978-3-030-10612-6_12
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