NEW APPROACHES TO BRANDING IN THE ERAOF SMART CITIES
DOI:
https://doi.org/10.21638/spbu23.2018.407Abstract
The paper deals with the positioning of the city in a new urban and communicative situation. The social construction of the city’s reality in the form of a discussion on distinctive features has a special role. Branding is achieved by maintaining brand value. In this way, in meaningful communication, the city acquires an identity that distinguishes it from other cities. For a new paradigm the problem of the phenomenon of the 21st century named the era of “smart cities” by Nikos Comninos, has been considered in technology and science, in particular, in urbanism. The political nature of the problem has been shown. The fact that the very nature of positioning is changing today has been emphasized, when the message in a postmodern conversation is given the character of intertext. Then branding is the management of brand communication in order to make it recognizable and successful. This means that the brand value is translated to it not only by the authority managing the brand but also by the actively perceiving party. Identity here is the resultant constructive activity of a society that forms an adequate model of a sustainable image of the city’s brand. The “communication society” needs to discuss the symbolic differences between brand goods, clarifying the meaning of the subjective “intertextual” existence of brands. That is, today not so much accepted constructions of the image strategy, but communicative features of the brands are positioned, so that the buyer can compare them and make a symbolic choice of a more significant “quality” product, which fully applies to the problem of perception of the city - in political, social and tourist terms. The practical part of the article deals with the practical filling of this fact (the strategy of smart cities, the consolidated capital of a smart city, “smart community”, etc.).
Keywords:
smart cities, smart communities, city image, branding, new communicative situation, social construction, city-brand, identity, competition
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