| Abstract: |
The evolution of cities during the 20th century decisively influenced by
events that changed the way cities worked in the past. These rapid changes in
the economy of cities, urban governance and mode of international urban
network, intensified competition and highlighted the importance of image as a
decisive factor for the development of cities and their inhabitants. In this
context, place marketing emerged. Cities and regions use place marketing and
place branding strategies in order to improve their image and attract
investment, residents and visitors. Culture, in all of its manifestations,
(cultural flagships projects, cultural clusters, cultural routes, special
events and festivals) plays a significant role in place marketing and branding
strategies. This paper examines the case of Syngrou Avenue, in Athens –
Greece, by developing a pilot place branding plan. The new cultural
foundations of the National Museum of Contemporary Art (EMST) and the Stavros
Niarchos Foundation Cultural Center (SNFCC), in conjunction with the existing
cultural infrastructure around Syngrou and the plans for the redevelopment of
the Faliron Bay, creating the need for a strategically planned image
management in order to respond to these new conditions prevailing. The main
purpose of the study was to investigate the image and identifying the
characteristics that could compose the new competitive identity, the new
«brand» of Syngrou. For the purpose of the study apart from the secondary
literature review, a primary field research was also conducted. Survey
findings were analyzed using the statistical SPSS software package. |