Munich Personal RePEc Archive

Rebranding Syngrou: Changing the image of Syngrou Avenue, in Greece

Metaxas, Theodore and Liapis, Alexandros (2017): Rebranding Syngrou: Changing the image of Syngrou Avenue, in Greece.

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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.

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