Abstract
The article discusses the issues of the development of the city brand. The main purpose of the study was to identify the factors and components that contribute to the development of the city brand. The city brand model of Thomas Gad has been taken as a theoretical basis of the study. This model describes four dimensions of a city brand: mental, spiritual, social and functional. The author of the article has made an attempt to describe and add one more dimension to above-mentioned model-the dimension of “city style” with its visual and aesthetic aspect. The literature review has been conducted in order to clarify the concepts of “brand” and “city brand”. The questionnaire has been carried out among residents of two cities of Kazakhstan to identify the influence of the city style on the recognition of the city. The above is the theoretical and practical contribution of this study to the development and formation of the city’s brand. The proposal of the author of the study to develop design codes for cities of the Republic of Kazakhstan is of applied importance.
Highlights
An increased attention of researchers and practitioners to the formation and development of city brands is due to several reasons
The objectives of the study are: to conduct the literature review and to analyze various definitions of the city brand related terms, to conduct a questionnaire and examine the notion of the city style that can serve as a dimension to the concept of the city branding
Several sources were employed to collect data for this article: a brief exploratory questionnaire was used with the aim to understand the opinions and attitudes of citizens regarding the notions of “city style” and “city brand” and to identify the citizens’ opinions if the city style affected the recognition of the city – this was the first source of data
Summary
An increased attention of researchers and practitioners to the formation and development of city brands is due to several reasons. Mass media influences the way how citizens perceive and understand city brands. An increased interest of many parties has created the need to use branding technologies in city management. The notion of the city brand has become a common trend, which is determined by the increasing competition of territories for attracting resources in the context of globalization. Brands of larger territorial entities are subsequently formed around cities. This is due to the following reasons:
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