How a new brand “Floating Garden 2050” has been established? An investigation of the branding implemented in the city of Szczecin
Author
Maslowiec, Konrad
Term
4. term
Education
Publication year
2012
Submitted on
2012-02-28
Pages
602
Abstract
Dette speciale undersøger indførelsen af en ny bybranding i Szczecin, Polen. Bybranding handler om, hvordan en by præsenterer sig for borgere, besøgende og investorer gennem budskaber, visuelle udtryk og oplevelser. Undersøgelsen ser på, hvordan den nye branding blev udviklet og rullet ud, hvad den ønskede at kommunikere, og hvilke kanaler der blev brugt til at dele den. Den sætter initiativet ind i Szczecins lokale kontekst og målene bag ændringen. Den belyser også, hvilke reaktioner og debatter sådanne tiltag kan skabe blandt lokale fællesskaber, virksomheder og eksterne målgrupper. Samlet giver specialet et overskueligt overblik over muligheder og udfordringer ved at gennemføre ny bybranding i en konkret by.
This thesis examines the introduction of a new city branding initiative in Szczecin, Poland. City branding refers to how a city presents itself to residents, visitors, and investors through messages, visuals, and experiences. The study looks at how the new branding was developed and rolled out, what it aimed to communicate, and the channels used to share it. It places the initiative in Szczecin’s local context and the goals behind the change. It also considers the kinds of reactions and debates such efforts can generate among local communities, businesses, and external audiences. Overall, the thesis offers a clear overview of the opportunities and challenges involved in implementing new city branding in a specific city.
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