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.