Rodkin, P. (2020). Place Branding: Urban Identity and Design: Tutorial. Moscow; Berlin: Direct-Media. 93 p. (In Russ.). [Rod'kin, P. (2020). Brending territorij: gorodskaya identichnost' i dizajn: uchebnoe posobie. Moskva-Berlin: Direkt-Media.].
This tutorial describes various models of territory branding (Simon Anholt's hexagon, semiotic brand model, etc.), a typology of brand identification and solutions in the field of global territorial branding, discloses the problems of brand development and presentation, as well as an original methodology for structuring the urban environment in the basis of communicative patterns (within the framework of Christopher Alexander's template language concept). The book is a practical guide and guide to creating urban identity, brand identification systems, brand communications, urban identity.
Language: Russian
Design: T. Rudneva
Hard cover: 93 pages
Size: 150x210 mm.
ISBN 9785449912916
DOI: 10.23681/597418
© Rodkin, P., 2020
© Direct-Media, 2020
Branding and place branding
Branding as a representation of the territory
Branding and meaningful Innovation
Competitive identity model and its scaling
Popular culture and territory branding
"Made in ...": Country origin and event identifiers
Association cloud as a tool for developing a territory brand
Brand identity: typology and main decisions
— National flags and elements of official heraldry
— National symbols and archetypes
— Architecture and historical sites
— Object environment
— Complicated identity
— Geographical features and biosphere
— Universal signs
— Abstract shapes
— Font identity
— Grammar constructions
Branding and communicative destructiveness
Semiotic city brand model
Language of templates (communication patterns) of the territory brand
Supplement 1. Stages of city brand development
Supplement 2. Place brand visual identity assessment sheet
Conclusion
Bibliography
About the author
© Compliance with authorship and reference are mandatory.
© (2003—2024) Pavel Rodkin
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