Urbani izziv Volume 25, No. 1, June 2014
BrandBusinessSchool, Ljubljana, Slovenia
Alenka TEMELJOTOV SALAJ
European Faculty of Law in Nova Gorica, Nova Gorica, Slovenia
Qualitative criteria of urbanism and brands: A comparative analysis
Interactivity, multidisciplinarity, synergy and interdependence are all concepts that are clearly intertwined with managing every responsible city and its leaders. Urbanism plays a significant role among the disciplines that affect the uniqueness and competitive position of a city. None of the cities that are successful in a competitive environment would be a noteworthy and powerful brand if they did not possess recognisable, singular and distinctive elements of urbanism that made them unique. This article proceeds from the hypothesis that urbanism with qualitative solutions helps shape a city’s brand and that the criteria that demonstrate this are in agreement with the qualitative criteria of a brand. In reviewing the scholarly literature on urbanism as brands and branding itself, it is shown that qualitative urbanism criteria show great similarity with qualitative brand criteria, and therefore have a decisive effect on a city brand and its placement in a competitive urban market. Qualitative urbanism and brand criteria are closely linked and tend to be cast in the same mould, although they differ in formulation and level of implementation. These acknowledged similarities represent a step forward in integral operation, management, communication and urban marketing. They also enable more or less unconnected areas of urbanism and marketing to connect. The positive consequences of understanding the connection of both fields will be long term and will build a recognisable, consistent and stakeholder friendly reputation for a city. These findings are a golden opportunity for urban management and confirm the need for a comprehensive approach to urban management.
brand, branding, city brand, urbanism, qualitative urbanism criteria, qualitative brand criteria, brand position