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Historical and Cultural Conditioning of Building City's Image and Brand on the Example of _๓dz |
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| รหัสดีโอไอ | |
| Creator | Bienkowska, Jolanta |
| Title | Historical and Cultural Conditioning of Building City's Image and Brand on the Example of _๓dz |
| Contributor | - |
| Publisher | Faculty of Fine and Applied Arts Chulalongkorn University |
| Publication Year | 2565 |
| Journal Title | Journal of Urban Culture Research |
| Journal Vol. | 24 |
| Journal No. | - |
| Page no. | 23-47 |
| Keyword | Culture, Place Branding, Place Marketing, Place Making, City Branding, _๓dz, Poland |
| URL Website | www.cujucr.com |
| Website title | Journal of Urban Culture Research |
| ISSN | 2408-1213 |
| Abstract | The aim of this article is to present, with the example of the city of _๓dz, the impact of the narrative of a place led by myths and symbols on the perception of the image and brand positioning. Throughout the research procedure, the historical overview of _๓dz was outlined in the forefront. Then, the content of 67 selected texts presenting genealogical myths were analyzed. The confrontation of historical content with myths made it possible to formulate a conclusion that the knowledge of the culture of a place, including myths and symbols, is a database for the analysis of the reasons for the success / failure of the image and brand of the place. In the case of _๓dz, vivid myths telling about the city's fall are the cause of a negative image, while reconstructed myths are used as a tool for repair its image. |
