English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

The aim of this paper was to explore the brand potential of certain “soft” factorsof territorial capital in the medium-sized cities in Serbia. The concept of territorialcapital refers to the total city development potential that combines objective, “hard”and subjective, “soft” factors of an area, in order to attract investment and generatelocal development. As city branding has become an imperative of local developmentstrategies, this paper aims at connecting these concepts in order to emphasize a possiblebrand potential of some “soft“ dimensions of territorial capital. The paper isbased on the data obtained from the research conducted from 2013 to 2015 by theInstitute for Sociological Research of University of Belgrade on a representative sampleof population aged 18-65 in eight medium-sized cities in Serbia. The first part ofthe paper presents the concept of territorial capital and clarifies its connection withthe city branding. The second part of the paper is dedicated to the analysis related toSerbia. It begins by summarizing the key features of its socio-spatial transformation inthe post-socialist period and points to the discordance between the state of territorialcapital and the city branding process. Then the method of research which focuses onthe citizens’ perception (a neglected soft dimension of territorial capital) is presented.The obtained questionnaire results are analysed through the lens of the city brandingapproach and the application of somewhat modified dimensions (presence, pulse andpeople) of the City Brand Index (CBI). The concluding part briefly recaps how andwhy the observed soft dimensions of the territorial capital might be recognized as arelevant potential in the process of (re) branding of the researched cities.Cilj rada ispitivanje je potencijala za brendiranje „mekih“ činilaca teritorijalnog kapitala ugradovima srednje veličine u Srbiji. Koncept teritorijalnog kapitala odnosi se na ukupni potencijalgradskog razvoja koji kombinira objektivne, „tvrde“ i subjektivne, „meke“ činioce kakobi privukao investicije i ostvario lokalni razvoj određenog područja. Budući da je brendiranjegradova postalo imperativ lokalnih razvojnih strategija, rad ima za cilj povezati te konceptekako bi se naglasio mogući potencijal za brendiranje mekih dimenzija teritorijalnog kapitala.U radu su korišteni podaci istraživanja provedenog u periodu od 2013. do 2015. godine uokviru Instituta za sociološka istraživanja Filozofskog fakulteta Univerziteta u Beogradu, nareprezentativnom uzorku stanovništva od 18 do 65 godina u osam gradova. U prvom dijeluteksta raspravlja se o konceptu teritorijalnog kapitala, koji se dovodi u vezu s procesom brendiranjagrada. U drugom dijelu teksta analizira se društvo Srbije. Najprije se sumiraju glavnekarakteristike društveno-prostorne transformacije u postsocijalističkom periodu i ukazuje sena neusklađenost između teritorijalnog kapitala i procesa brendiranja gradova. Dalje je predstavljenametoda istraživanja, koja se fokusira na percepciju ispitanika/građana, zapostavljenumeku dimenziju teritorijalnog kapitala. Vodeći se perspektivom brendiranja gradova kaopostavljenim analitičkim ciljem, u tumačenju dobivenih rezultata primijenjene su prilagođenedimenzije modela CBI (prepoznatljivost, puls, ljudi). Rezultati istraživanja tumačeni su iz perspektivekorištenih koncepata u radu. U zaključku se u kratkim crtama sumira zašto i na kojise način promatrane meke dimenzije teritorijalnog kapitala mogu prepoznati kao relevantanpotencijal u procesu (re)brendiranja istraživanih gradova

The Brand Potential of „Soft“ Factors of the Territorial Capital: A Study of Eight Medium- Sized Cities in Serbia