Znamčenje mest

uporaba AC2ID-testa za analizo identitet mesta Ljubljana

Iva Đekić Tajnšek (Author), Urša Golob (Mentor)

Abstract

Mesta so zaradi ekonomskega razvoja, pojava deindustrializacije, predvsem pa kot posledica globalizacije vedno bolj primorana tekmovati med sabo. Ker ljudje na mesta gledajo podobno kot na znamke, se vedno več mest za doseganje diferenciacije in konkurenčne prednosti poslužuje marketinških praks. Kvalitetna znamka mesta namreč pripomore k zadovoljstvu notranjih deležnikov mesta, obenem pa privablja nove, zunanje deležnike, kot so turisti in investitorji. Teoretiki znamčenje mest najpogosteje povezujejo s korporativnim znamčenjem in konceptom korporativne identitete. V diplomskem delu smo model korporativnih identitet AC2ID-test prilagodili za analizo identitet mesta Ljubljana iz perspektive njenih prebivalcev. Identitete smo analizirali glede na konceptualni okvir petih elementov mesta. Analizo smo razdelili na dva dela, v prvem smo raziskali dejansko, komunicirano in idealno identiteto Ljubljane z analizo komunikacije Ljubljane, statističnih podatkov in strategij, v drugem delu pa smo izvedli fokusni skupini, da bi identificirali zaznano in želeno identiteto mesta. Ugotovili smo, da je največ neskladij med identitetami Ljubljane med komunicirano in zaznano ter dejansko identiteto. Ta odstopanja se pojavljajo na področju osnovnih življenjskih storitev, kot so stanovanja in promet, kot enega ključnih problemov pa smo identificirali tudi centralizacijo ljubljanskega razvoja na ožji center. Kot ključno prednost Ljubljane, ki je bila izpostavljena v vseh identitetah, smo definirali Zeleno Ljubljano.

Keywords

znamka mesta;identiteta mesta;AC2ID test;korporativna identiteta;Mesta;Identiteta (psihologija);Ljubljana (Slovenija ; mestna občina);Diplomska dela;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[I. Đekić Tajnšek]
UDC:	659.1:711.4(043.3)
COBISS:	36311389
Views:	572
Downloads:	209
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Place branding: The application of AC2ID-test to analyse the identiteties of Ljubljana
Secondary abstract:	Due to the economical development, deindustrialisation and above all globalisation, the cities have to compete with eachother. People understand cities similarly to brands, therefore an increasing amount of cities make use of marketing tactics to achieve differentiation and competitive advantage. With a well-developed place brand, a greater inner stakeholder satisfaction, as well as attraction of new external stakeholders, such as tourists and investors, can be achieved. Place branding is most commonly associated with corporate branding and the concept of corporate identity. In our thesis, the corporate identities model AC2ID-test has been adopted for analysing the identities of Ljubljana from the perspective of its residents. The identities were evaluated with a conceptual model, consisting of five elements of the city. The analysis is divided into two parts. First, the actual, communicated and ideal identities were identified by examining the communicton of the city, its strategies and statistical data. Then, two focus groups were executed to identify the concieved and desired identities of Ljubljana among its residents. The results suggest that the biggest gaps are between the communicated, concieved and actual identities. Most inconsistencies are found among the basic living services, such as the housing market and traffic, as well as the centralisation of the development of Ljubljana. The greenness and nature in Ljubljana have been identified as the its main advantages.
Secondary keywords:	Cities and towns;Identity (Psychology);Ljubljana (Slovenia ; Mestna občina);Graduate theses;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	111 str.
ID:	11164509