Prikaz teorijskih modela u definisanju identiteta grada - studija slučaja grada Beograda
Theoretical Background Of The Concept Of A City Identity - Case Study: Belgrade

Summary/Abstract: The present time phrase, popularly known as the “century of city”, demands a detailed definition of a city’s identity and promotion of its brand in order to provide differentiation from other similarly defined places, as well as to defend its own identity from the possible negative effects of branding. Throughout this paper, city identity theories, advantages and disadvantages of the city branding are presented, together with the best necessary potentials of the city’s identity and city’s branding creation in order to apply that knowledge to the case study of Belgrade. So, the purpose of this paper is to discuss present conditions of city identity building and city branding and to propose some ideas for them in the case of Belgrade, a city of mixed, sometimes overlapping and sometimes almost not-linked identities. The notion of city identity is described from the point of view of different social sciences, based on quadripartite composition of physical setting, activities, meaning and genius loci. Finally, the result and proposition for identity direction and branding of the city were done by adjustingsome of the identities of Belgrade that have already existed during its history, encompassing the characteristics and values that can be perceived by the interviewes that took part in a survey on Belgrade (residents of Belgrade, representatives of the city in cultural, tourism and marketing and tourists), as well as, using the tendencies of the theory and practice of city identity building and brand definition. During the presentation of Belgrade’s potentials, the city has positively confirmed that city energy for moving foreword is still very existent in the case of Belgrade and that energy is ready to be redirected towards new values and assets in order to apply knowledge gained in theory.

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