New York kao brend

master's thesis

• Title (english): New York as a brand
• Author: Lana Horvat
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Antonija Čuvalo (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Brendiranje gradova i destinacija je važan proces koji se već godinama uvelike razlikuje od brendiranja države. Dok se država brendira kao cjelina, brendiranje gradova fokusira se na posebnosti manje geografske jedinice. Brendiranje gradova može utjecati na reputaciju gradova unutar iste države, regije ili na međunarodnoj sceni. Ovaj rad obuhvaća pojmove vezane za brendiranje gradova s naglaskom na New York koji je već desetljećima jedan od najjačih gradskih brendova. Analiza kreće od općenitih pojmova o načinu bredniranja gradova, kriterijima koji se uzimaju u obzir kada se promatra vrijednost brenda i usporedbu s drugim poznatim primjerima uspješnog bredniranja gradova i manjih država poput Novog Zelanda. Također jedno od poglavlja posvećeno je osvrtu na američku kulturu i utjecaj kroz kulturnu industriju, s posebnim naglaskom na filmsku industriju.
Rad se potom osvrće na prve marketinške kampanje koje su provedene sedamdesetih godina prošlog stoljeća, s osvrtom na povijest grada i stvaranjem logotipa I ♥ New York koji je do dan danas ostao najpoznatiji logotip grada na svijetu. Izuzev toga, rad obuhvaća i kratku povijest kazališne industrije i ulice Broadway koja je igrala bitnu ulogu u kulturnoj industriji grada. Analitički dio se sastoji od analize filmova i tv serija koje su smještene u New Yorku, pregleda najpoznatijih lokacija te usporedbom broja filmova snimljenih u New Yorku u odnosu na druge lokacije u svijetu. Zaključak rada jest da je New York usprkos tome što je relativno mlad grad bez prirodnih i povijesnih znamenitosti uspio zauzeti visoko mjesto na svjetskoj ljestvici destinacija s najjačim gradskim brendom.

Abstract (english)

Cities and destination branding has become important process and in past few years it greatly differs from state brading. While country branding refers to a country as a one unit, cities and destinations branding focuses on one particular geographical unit. Cities branding can influence one city's reputation among cities in the same country, region or on international scale. This paper explains topics connected to the city branding with ephasis on New York which has, for decades had one of the strongest cities brands. The analysis starts from general concepts that define city branding, criteria which are taken into consideration when defining city brand value, and comparment to other succesfull projects of cities and smaller states branding, one of which is New Zeland. Also, one of the chapters reviews american culture and it's influence trough strog cultural industry with special emphasis on film industry.
Further analysis in the paper is after focused on the first marketing campaigns that were started back in the 1970's, with research of the city's history and creation of I ♥New York logo, which has, to this day remained most famous logo belonging to one city. Above that, the paper contains short review of the history of the theather industry and Broadway street which has had major role in shaping city's cultral industry. Analytical part is made of analysis focused on observing movies and tv shows set in New York, overview of most famous location and compairment of number of movies filmed in New York and other cities. The conclusion of the whole paper is that New York, despite being relatively young city, succeded in becoming one of the world's most famous city brands.

• Keywords: brendiranje; gradovi; New York; snaga destinacije; američki identitet
• Keywords (english): brading; cities; New York; destination strength; american identity; competitive identity; film industry; theater industry; data analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:114:669870
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2017-10-24 15:19:03