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FEATURES OF POSITIONING OF THE CITY AS A BRAND IN THE DIGITAL AGE
DOI: 10.23951/2312-7899-2018-3-192-201
The paper deals with the positioning of the city in a new communicative situation. The social construction of the city’s reality in the form of a discussion on its distinctive features has begun to play a special role. The branding is achieved through giving and maintaining a brand values. Through this communication, a city acquires an identity, distinguishing it from other cities. Today, the very nature of positioning changes when the message in post-modern conversation is given the character of the intertext. Then branding is the management of brand communication in order to make it recognizable and successful. This means that the brand value is communicated to it not only by the brand managing authority, but also by the actively perceiving party. Identity here is the resultant constructive activity of society, forming an adequate model of a sustainable image of the brand of the city.
Keywords: city brand, city image, new communicative situation, positioning, branding, conversation / discussion, social construction of the city as a brand
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Issue: 3, 2018
Series of issue: Issue 3
Rubric: ARTICLES
Pages: 192 — 201
Downloads: 746