Abstract
Cities, the most complex products on the market, cannot plead the market competitiveness unless clearly differentiated and with the created image. In support of the growing contemporary actualization of a city as a trademark or a brand, a wider range of possibilities for differentiation of an image comes into play, where innovation is considered as one of the more significant elements. Therefore, this paper discusses the creation of the image of a city, in context of innovation. Perception of the image of a city by tourists and tourist groups has innovation as a specific feature of city tourist identity. This is shown in this paper on the example of the French city of Angouleme, where city's cultural capital contributed to transformation of identity and image, to revival of cultural life of the city, tourism development and launch of the entire region. This city has used a comics' festival (Festival International de la Bande Dessinée Angouleme) to completely revitalize its medieval heritage, which was treated as a cult of the city and a source of pride of its inhabitants. Today, the mentioned festival in this city has become a "brand", and thanks to that city Angouleme - "Capital of comics", the region - "a picturesque valley " and France - the most important country in Europe for comics publishing.
Highlights
Cities, the most complex products on the market, cannot plead the market competitiveness unless clearly differentiated and with the created image
Revival of cultural life of the city, tourism development and launch of the entire region. This city has used a comics’ festival (Festival International de la Bande Dessinée Angouleme) to completely revitalize its medieval heritage, which was treated as a cult of the city and a source of pride of its inhabitants
The new strategic brand management: Advanced insights and strategic thinking
Summary
Uprkos svemu, mesto iz koga zrači kultura i civilizacija; to je mesto urbaniteta i „proizvodnje znanja“, istorijske inicijative, slobode, različitosti, multietničke i multikulturalne koegzistencije, u smislu plemenitog gradskog ponašanja obrazovanih ljudi, čije su osnovne vrline dijalog i tolerancija; grad je prožimanje starog i novog, stanje duha, novi mentalitet, kolektivna memorija, tradicija; a kao takav, grad je veoma plodno tlo za inovacije i inovativnost, u svim njegovim dimenzijama (Vasiljević, 2009). U kontekstu inovativnosti turističkog proizvoda, grad, kao najsloženiji turistički proizvod, izdvaja svoj imidž, kao svoj specifični element, naravno, uz postojeće elemente (lokacija, ljudi, ideje, događaji i manifestacije). U stvari, grad je specifičan kontekst hibridizacije postojećih elemenata koji podupiru i prožimaju specifikum – imidž, pojavljujući se kao međuzavisne kategorije. Doživljajni kontekst je zapravo i direktno inkorporiran u imidž grada, koji podrazumeva, pored ostalog, percipiranost turista nastalu tumačenjem i procesuiranjem uticaja koji se odnose na tržišnu marku grada. Njegovi sinonimni elementi, kao „duša grada“ (l’ ame de la cite) ili duh mesta (genius loci) uključuju skup fenomena koji je zadržan u sećanju turiste i vrši direktan uticaj na imidž grada kao svojevrsnu marku proizvoda (Kapferer, 2012). Doživljajna komponenta turističkog percipiranja treba da ima funkciju rasprostiranja pozitivnog osećajnog sistema, koji se bazira na turističkom potencijalu datog urbanog ambijenta i koji podrazumeva inkorporaciju raznovrsnih i uzbudljivih doživljaja
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