Smart City Gnosys
Smart city article details
| Title | Smart City Branding Massively Expands Smart Technologies |
|---|---|
| ID_Doc | 50090 |
| Authors | Buyanova M.A.; Kalinina A.A.; Shiro M.S. |
| Year | 2021 |
| Published | Lecture Notes in Networks and Systems, 155 |
| DOI | http://dx.doi.org/10.1007/978-3-030-59126-7_117 |
| Abstract | Purpose: The research is aimed to identify the areas to apply digital technologies in modern cities positioning and to study Russian and foreign experience practice. Design/Methodology/Approach: The research methodology includes a systematic analysis of place branding approaches, as well as the data and analysis of the “smart cities” tools that contribute to the “smart technologies” promotion among the users. Findings: The article studies place branding tools to be used in the “smart technology” expanding. The research methodology includes a systematic analysis of place branding approaches, as well as the data and analysis of the “smart cities” tools that contribute to the “smart technologies” promotion among the users. The study results show that at the present stage of economic science development there is a methodological problem of confusing the marketing concept and its component in place brand building. While place marketing is aimed at increasing the place economic potential (investment, tourism, etc.), place branding is responsible for creating an appropriate territory image in the minds of residents (population, enterprises, state and local authorities) and potential stakeholders (investors, tourists, etc.). In this regard, it is the place branding that allows popularizing certain city, region or the entire country advantages, and it contributes to solving a number of vital socio-economic problems. Thus, building an interaction and participation feeling in the residents’ minds increases their labor motivation, social activity and, consequently, reduces the migration among the working age population. Originality/Value: At the same time, the integral image transmitted by the brand allows non-residents to identify the place and relate it to the solution of important tasks for them. As a result, “smart technologies” places are perceived by both residents and non-residents as comfortable environment for living, visiting and doing business. In addition, digital tools suggest the place “self-presentation”, which allows reducing the brand image building costs for residents. © 2021, Springer Nature Switzerland AG. |
| Author Keywords | Economics digitizing; Place branding; Place marketing; Social technology digitizing; «Smart city» |
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