Miestų ženklodara: Lietuvos didmiesčių atvejis ; Branding of the cities: Lithuania metropolitan case: Fid-Bau Portal

Miestų ženklodara: Lietuvos didmiesčių atvejis ; Branding of the cities: Lithuania metropolitan case

Staskevičiūtė, Edita

The final goal is examination of the Lithuanian metropolitan brands and present urban branding model. The theoretical part consists of the city brand concept analysis and the meaning of the city branding value which is found by an analysis of a variety of scientific sources. Further will be presented the city brand structure, the used items and defined the main stakeholders of the city's brand. In the analytical part are presented and analyzed the results of the qualitative and quantitative research. According to the analysis of the theoretical literature has been concluded a questionnaire for the quantitative analysis and the protocol for the qualitative analysis. This part presents the Lithuanian metropolitan brand content analysis and the results of the questionnaire survey. In the project part the city branding model is formulated. The presentation of the city branding model is based on the analysis of the scientific literature and the generalization of the survey results. This model consists of three main parts: the image of the city‘s brand, the city‘s brand stakeholders, the city‘s brand identity.

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