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This study explores the role of audiovisual production, specifically video, in shaping a strong brand for small- and medium-sized Greek cities. Using a mixed methodology that includes literature surveys, literature review, and descriptive statistical analysis from secondary databases, the research incorporates mapping and cartographic visualizations. The study focuses on city branding, a convergence of economic geography and marketing, with the case study on small- and medium-sized cities falling within the fields of urban geography.
The study draws on existing literature to present data on branding-related issues. For the current case study involving small Greek cities, available data from the Greek population censuses and the average per capita income from 1950 onward, as provided by the Hellenic Statistical Authority, were used. In addition, European Union (EU) data were used for indicators related to the Les Favored Area.
The study includes the identity of small cities, considering basic indicators that combine population, per capita income, and the Les Favored Area index. These indicators are selected to serve as potential examples for the application of the standardization tool on a broader scale in Greece. In addition, the research includes a study of three individual cities based on the resulting city classifications.
The aim of the present research is to develop a framework for city branding, essentially a roadmap for the production process of the audiovisual product associated with city branding. The process highlights the initial combinations of parameters to be considered, followed by the proposal of a framework for selecting specific technical parameters based on the form and type of city. As a result, a tool selection grid is created in an attempt to create and optimize the methodology and techniques for the creation of the city brand.