o:4847 KORIŠĆENJE INOVATIVNIH METODA U PROCESU BRENDIRANJA GRADOVA THE INNOVATIVE METHODS USAGE IN THE PROCESS OF CITY BRANDING sr Sažetak: Rad se bavi temom uspostavljanja mehanizama prepoznatljivosti jedne javne uprave kroz delikatne procese odnosa s javnošću i korišćenje marketinških alata u javnom sektoru, a u cilju boljeg izvršavanja radnih procesa i nesmetanog cirkulisanja osnovnih delatnosti i protoka radnji jedne lokalne samouprave. Kroz pozicioniranje jasnih koraka i aktivnosti, kao i kroz njihovo osnaživanje i infiltriranje u sve pore vizije i misije predmetne javne uprave, dolazi se do konkretnih koraka primenjivih na bilo koju lokalnu samoupravu koja želi da se brendira i izdvoji shodno svojim specifičnostima. Svako geografsko područje ima svoje osobine, a kada se sagleda još manja celina jedne regije, uočavaju se jedinice lokalne samouprave širokog spektra osobina, koje su različite po strukturi stanovništva, teritorijalnim karakteristikama, industrijskim, poljoprivrednim i obrazovnim svojstvima stanovništva. Upravo taj diverzitet je ono što predstavlja najvišu vrednost jedne autentične celine, a u ovom radu se elaborira način na koji se uz pomoć alatki odnosa s javnošću i marketinga može trajno doprineti brendiranju jedne javne uprave. Efekti brendiranja neke oblasti, grada ili naselja mogu imati dalekosežne posledice, kako ekonomske, turističke i privredne, tako i one koje se tiču ličnog stava ljudi koji na tom području žive, odnosno njihovog osećaja pripadnosti jednoj zajednici i poistovećivanje sa lokalnim okruženjem. Abstract: The paper deals with the topic of establishing mechanisms for recognizing a public administration through delicate public relations processes and the use of marketing tools in the public sector in order to better implement work processes and smooth circulation of core activities and the flow of the 16 actions of a local self-government. Through the positioning of clear steps and activities, as well as through their empowerment and infiltration into all aspects of the vision and mission of the public administration concerned, concrete steps are applied to any local self-government that wants to brand and distinguish according to their specificities. Each geographical area has its own characteristics, and when one even smaller entity of one region is examined, local self-government units have a wide range of characteristics, which are different in terms of population structure, territorial characteristics, industrial, agricultural and educational characteristics of the population. It is precisely this diversity that represents the highest value of an authentic whole, and in this paper elaborates the way in which, with the help of public relations and marketing tools, it can permanently contribute to the branding of a public administration. The effects of branding some areas, cities or settlements may have farreaching consequences, both economic, tourist and economic, as well as those concerning the personal attitude of people living in that area, or their sense of belonging to one community and identification with the local environment. Ključne reči: brendiranje, odnosi s javnošću, javna uprava. Key words: branding, public relations, public administration. 2024-06-19T11:33:57.216Z 44 yes 46 Dragan Ilić Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu 0000-0002-3983-645X Gardan Daniel person Tamara Perović person 2018 application/pdf 349290 https://unilib.phaidrabg.rs/o:4847 no yes 16 70 92000001 2018 INOVAEDUCATION 2018 2 1 3 17 2018