Kreiranje identiteta, "brendiranje" grada
Identity Creation, City Brending

Summary/Abstract: Each city has culture, tradition and characteristics of its own. The city is locus of knowledge production, historical initiative, freedom, diversity, multiethnic and multicultural existence. The city is the state of mind. Today it emerges as the most complex product, a commodity, a trade mark whose identity we create. We witness that no successful company will launch a new product or service without a previously carefully created brend, a creation of its own, for no product will conquer competition without a clear, positive and efficient brend strategy. In today’s world that became a global village, each place has to compete with every other place for its share of consumers, tourists, businessmen, investments, capital, esteem, attractiveness, attention. As economic and cultural national centres, the cities are increasingly the focus of international competition for capital, talent and glory. They turn to symbols - political, social and cultural, not only of their countries, but also of certain phenomena of the time.

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