BRANDING IMPACT ON THE ECONOMIC DEVELOPMENT OF CITIES AND COUNTIES - EXAMPLE BRANDING CITY OF ILOK

Mane Medic (), Mario Banozic and Mladen Pancić
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Mane Medic: Faculty of Economics in Osijek
Mario Banozic: Vukovar-Sirmium County

Interdisciplinary Management Research, 2010, vol. 6, 152-161

Abstract: In the time of globalization, countries, regions and cities which want to take position on the tourist market or to attract investors are faced with increasing competition. Often different counties and cities offer similar investment opportunities, the same living standard, cultural and gastronomic offer. Therefore we can assume that the brand value and branding quality is based on increasing level of recognition and destinations value in the eyes of its target groups. Since the City of Ilok, as well as the whole Vukovar-Sirmium County passed consequences of war and transition in its economic structure, it is possible to identify a number of development problems (unemployment, decline in living standard and deficit in cities’ and county’s budgets). All mentioned led to the decreased attractiveness and worse image of Vukovar-Sirmium County and City of Ilok. In this sense the concept of branding offers long-term sustainable solutions through differentiation based on rational - tangible and emotional - intangible factors where the image of county cities takes a very important place. In this article a long-term development vision and destination branding of the City of Ilok based on the traffic, natural, historical, demographic and social competitiveness factors, will be proposed. Factors of attractiveness of the City of Ilok, selected through research and analysis of its perceptions by target groups of consumers, will set up following differentiation points: location, nature, river port, cultural heritage, gastronomic and enological offer, knowledge and lifestyle. Based on these points, this article will propose the positioning of the City of Ilok according to selected target segments of consumers and will built identity elements and brand promises. All above mentioned can assure the realization of many advantages offered by the concept of branding Ilok: better image and differentiation, creation of a unique identity, increased attractiveness and recognition of the City. The parallel implementation of other development strategies will result with the creation of added value, increased employment rate, increased income, increased number of investors, better infrastructure and education, strengthened overall economy and finally improved living standard of the local population.

Keywords: competitiveness of the region; place marketing; brand; destination branding; City of Ilok (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2010
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