Description
Cities often strive to develop a brand, which differentiates their own city from other cities. By capturing the spirit of the city and its characteristics, branding allows a city to show its distinctive strengths, to communicate a clear message, and to attract investors, firms, tourists and events at both a local and international level. Cities are targeted to attract visitors and also build an identity for their own citizens, thus becoming and building a destination character. To conceive a common understanding of branding different techniques are used such surveys and polls. The quest of wider participation in identifying the city brand calls for the use modern techniques such as crowdsourcing and open innovation. The solution is based on the DeSBI© DEstination Branding Identity methodology through which a preliminary research on city historical, cultural heritage characteristics are examined ending in the preliminary branding map, which is publicized and enriched using social media. The final branding map is delivered to public using crowdsourcing techniques and ideas regarding the brand type. Upon the decision of the brand type activities that associate the brand with real life experiences in the city are designed. These activities describe the interventions in the city so visitor can leave and experience the brand and also apply digital applications using multimedia and smart phone applications. The technique can be applied to all sizes of cities. Every city has something to highlight in terms of identity. Modern cities must re-examine their role and purpose as well as define their appeal to visitors. They must distinguish themselves from their competitors and position themselves as a recognisable brand in an increasingly international market place. A city’s distinctiveness begins with an understanding of what it wants to be and what it has to offer. The city’s actual condition is established and then the distinctive features and tools at its disposal are determined with a view to carving out a clear and strong identity. Because the identity of a particular city is inevitably influenced by its past, it seems reasonable to take advantage of old strengths. Cities with an imposing historic architecture and long-standing traditions are still able to seize the opportunity of successfully building their new identities around such heritage.
Nikos Zaharis
