«Η συστηματική διαμόρφωση και διαχείριση επωνυμίας ως κρίσιμη παράμετρος ανάδειξης μιας πόλης (city branding) : Οι περιπτώσεις της Αθήνας και της Θεσσαλονίκης

Abstract

City branding is undoubtedly a basic precondition for the successful formation of the attractive image of a city, in the context of promoting it, within the internationally competitive environment. The systematic configuration and the effective management of the brand name of a city are critical success factors for its promotion. In the present project, the cases of city branding of Athens and Thessaloniki are examined in detail, as case studies. The means used and the methology followed in the present work, concern a bibliographic review, study of articles and personal contacts with competent bodies, in order to examine the above two cases. As emerged from the analysis of sources and information, in these two large urban centers, significant efforts have been made, but they have not made full use of their potential to date in order to create a strong and competitive city branding. The management of city branding lags mainly in terms of the dimension of the multifaceted coverage of the personality of the two cities, the utilization of the emblematic personalities associated with them and the improvement of the infrastructure and living conditions. The utilization of Mega Events is satisfactory, as well as the utilization of landmarks and emblematic neighborhoods, always with the obvious need of continuous improvement and development.