Industrija 2/2011 - Ekonomski institut

Originalni naučni članak UDK 711.42:316.72:659.127.8(497.11)
Predrag D. Radojević
Odlike mesta, stanovništva i privrede kao
osnova brendiranja gradova u Srbiji
Rezime: U savremenoj globalnoj ekonomiji gradovi se, izmeĊu ostalog, meĊusobno
nadmeću i za investicije, prihod od turizma i što bolji kvalitet ţivota sopstvenih
stanovnika, a veoma vaţnu ulogu u tom nadmetanju imaju gradski brendovi. Svrha ovog
rada je da istraţi osnove na kojima se mogu brendirati gradovi u Srbiji. Putem posebno
formirane matrice analizirana su ĉetiri znaĉajna regionalna centra, Kragujevac, Niš, Novi
Sad i Subotica, i njihove odlike mesta, stanovništva i privrede. Za iskazivanje odlika
gradova koji su bili predmet prouĉavanja korišćeni su sekundarni podaci prikupljeni
uglavnom prouĉavanjam literature i statistiĉkih publikacija. Prikupljeni podaci su
analizirani s ciljem utvrĊivanja na kojim konkretnim odlikama svaki od analiziranih
gradova moţe da zasniva sopstvenu strategiju brendiranja. Pri tome je kao osnovna
svrha procesa brendiranja gradova odreĊeno povećanje stepena njegove privlaĉnosti i
prepoznatljivosti, a kao glavni efekat brendiranja grada njegov uspešniji ekonomski i
društveni razvoj.
Kljuĉne reĉi: brend, grad, marketing teritorije, Kragujevac, Niš, Novi Sad, Subotica,
lokalni ekonomski razvoj
Summary: In the modern global economy, cities, among other things, compete with each
other for investments, income from tourism and a better quality of life of its own citizens,
and very important role in this competition plays city brands. The purpose of this paper is
to explore the foundations on which cities in Serbia can be brended. By special formed
matrice the four major regional centers, Kragujevac, Nis, Novi Sad and Subotica, were
analyzed and their main features of places, people and economy. To express features of
cities, that were the subject of study, were used secondary data collected mainly by
studying literature and statistical publications. The collected data were analyzed with the
aim of determining which specific features of each of the cities can be foundation for its
own branding strategy. At the same time, as the main purpose of the branding process of
cities is determined increase of its attractiveness and the degree of recognition, and as
the main effect of branding the city is determined its successful economic and social
development.
Key words: brand, town, place marketing, Kragujevac, Nis, Novi Sad, Subotica, local
economic development
Rad je primljen 8. jula 2010. godine
Ekonomski fakultet, Univerzitet u Novom Sadu, radojevic.predrag@gmail.com
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