20.500.12556/RUL-162869 Znamčenje mest: Novo mesto skozi prizmo različnih identitet magistrsko delo City branding: Novo mesto through the prism of different identities Močna znamka mesta služi kot orodje za zadovoljstvo notranjih, hkrati pa privabljanje zunanjih deležnikov. Magistrsko delo vodi vprašanje, v kolikšni meri vrzel med dojemanjem mesta s strani lokalne skupnosti, prikazovanjem tega v očeh javnosti in željami odločevalcev vpliva na znamko Novega mesta, njen primarni cilj pa najti glavne točke odstopanja med njimi. Predstavljena so teoretična izhodišča za iskanje razlik med korporativnimi znamkami in znamkami mest, marketing in znamčenje mest ter pomen močne identitete mesta. Slednjo analiziramo z AC2ID testom, modelom korporativnih identitet, ki ga prilagodimo za identitete Novega mesta. Po pregledu literature sledi študija primera, pri čemer za ugotavljanje zaznane identitete z lokalno skupnostjo opravimo intervjuje, komunicirano preverimo z analizo promocijskih kanalov občine, želeno pa z intervjujem s podžupanom Mestne občine Novo mesto. Identitete analiziramo glede na konceptualni okvir štirih elementov mesta – upravljavskega sistema, ponudnika storitev, fizičnega prostora in socialnega tkiva. Analiza pokaže, da je največ neskladij med komunicirano in zaznano identiteto, zlasti na področju mobilnosti ter turizma, kjer manjkajo jasno definirane vloga posameznih deležnikov. Ključna prednost mesta je v njegovi gospodarski moči in posledično zaposlitvenih možnostih, ponujenih prostočasnih dejavnostih ter stalnemu infrastrukturnemu razvoju. Povzamemo, da mora mesto odpraviti določena neskladja posameznih identitet, največjo težavo pa predstavlja komunicirana identiteta oziroma omejenost te že same po sebi. A strong city brand serves as a tool for satisfying internal stakeholders while simultaneously attracting external ones. This thesis investigates how the gap between the perception of the city by the local community, its portrayal to the public, and the desires of decision-makers influence the brand of Novo mesto, with its primary goal being to identify the main points of divergence among them. The theoretical foundations for exploring differences between corporate brands and city brands, city marketing and branding, and the importance of a strong city identity are presented. This is analyzed using the AC2ID test of corporate identities, which we adapt for the identities of Novo mesto. Following a literature review, the thesis includes a case study, conducting a survey with the local community to establish the perceived identity, examining the communicated identity through an analysis of the town's promotional channels, and determining the desired identity through an interview with the Deputy Mayor of Novo mesto. We analyze the identities according to a conceptual framework of the town's four elements: management system, service provider, physical evidence, and people. The analysis reveales that the greatest discrepancies exist between the communicated and perceived identities, particularly in the areas of mobility and tourism, where clearly defined roles for individual stakeholders are lacking. The key advantage of the city lies in its economic strength and consequent employment opportunities, leisure activities, and ongoing infrastructure development. In summary, the city needs to address certain discrepancies among its various identities, but the main challenge is the communicated identity itself or its limitations. znamčenje mest AC2ID test identitete mesta city branding AC2ID test city identities true true false L. Klemenčič Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-09-28 08:30:44 2024-09-28 08:30:50 2024-11-13 11:09:07 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (84 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:711.4(043.2) 168287 214809859 14104.pdf 14104.pdf 1 23C75C313DD32C47C95E8892FE84BEB2 8434c134bb99956363a31307dfde59f2df9105c4d2dd74ae88b4eee4e182d39d 12742878-7d63-11ef-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=192310 Fakulteta za družbene vede 0 0 0