Города и их бренды

Автор: , Рубрики: Теория

Источник: «Российское Экспертное Обозрение», «2 (16) 2006 г.

Подготовила к публикации Галина Страпчук

Статья Сергея Переслегина — одна из самых цитируемых публикаций о брендинге городов (среди тех, кто не путает бренд и логотип, бренд и слоган). Переслегин подчеркивает и разъясняет бытие Города в двух пространствах — материальном и информационном (смысловом). Именно «прописанность» Города в смысловом пространстве и делает Город фундаментом любой социальной системы, иначе были бы невозможны базовые социосистемные процессы, связанные со смыслами, — обучение, познание, управление и т.д. Поэтому любой город может быть брендирован, утверждает Переслегин, и стоимость национального бренда складывается из стоимостей брендов национальных городов. Важность этой статьи подтверждается тем, что она вошла в недавно изданную книгу Переслегина «Возвращение к звездам».

Города не вечны, но живут достаточно долго. Городской ландшафт «схватывает» настоящее и сохраняет его для будущего

Руководитель теоретического отдела Санкт-Петербургской школы сценирования Сергей Переслегин раскрывает понятие «города» и «городского бренда», рассказывает об особенностях  истории возникновения города и его функционирования и основных качествах современной городской среды.

В старой Империи[1] границу между деревней и городом проводили в административно-правовом пространстве, причем вопрос присвоения городского статуса входил в компетенцию правительств союзных республик. Формально при этом надлежало руководствоваться размерами населенного пункта, но, вот, со скольких человек начинается город — советской науке было доподлинно неизвестно: в БСЭ указываются цифры от нескольких сот до несколько десятков тысяч человек.

Читать далее: http://www.archipelag.ru/agenda/povestka/evolution/goroda_jdut_peremen/goroda_i_brendi/

Статья была впервые опубликована на сайте «Бренд города — дело горожан» 11.10.2010, и перенесена нами сюда в связи с переходом на новый ресурс

Мы разрешаем использовать контент этого сайта, при указании ссылки, в качестве первоисточника.

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