Review article
INTEGRAL APPROACH TO BRAND DEVELOPMENT AND TO ECONOMIC DEVELOPMENT OF TOWNS IN CONDITIONS OF GLOBAL COMPETITIVENESS
Lenko Uravić
Marko Paliaga
Abstract
In this day and age, not only well-known tourist destinations are towns that recognize the importance of applying the concept of marketing, promotion and branding as means and instruments of strengthening their competitiveness. Strong town-brands are leaders in economic development, attracting foreign investments and creating economic progress of their respective countries. Economic progress of a town certainly also depends on its carefully planned economic development. These are the towns that lead the economic and cultural development within their national and territorial borders. They spur growth and development in their respective countries. Quality management has to be able to recognize basic changes both in the inner and in the outside environment through local economy plan and through building its own brand, to enable and create conditions for the implementation of the strategy of development and improvement of town management. As a result of experience in strategic planning, business branding, and in creating market brands, this work proposes a strategic model of creating and managing the town brand that can contribute to higher competitiveness of Croatian towns in the global market. As a consequence of the development and application of the strategic model of creation and management of brands on towns, some towns will generate and improve the economic development at the level of their local community. They will also increase employment, stimulate town investments, improve tourism and the number of tourist arrivals. In short, they will become more competitive than towns that do not apply such model. With this regard, this article presents and proposes a systematic approach as a starting point for further research and evaluation of premises in their practical application.
Keywords
brand of towns; brand of small towns/villages; brand management; local economic development
Hrčak ID:
38182
URI
Publication date:
15.9.2008.
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