ABSTRACT
As was mentioned in the previous chapter, strategic urban management is based on the optimum use of resources in order to achieve goals fast and easily. It takes place, e.g., through the implementation of various urban development strategies with different aims. One of the strategies supporting local development in cities is the promotion and branding strategy. Devising a strategy of this type goes through the phases presented in Chapter 2. The first phase involves preparing the strategy, and the second one its implementation. Phase one is divided into some basic stages, which include taking the actual decision to develop the strategy, allocating the financial means and choosing the entity to do the task, as well as the methods of doing this. Further on, it is necessary to establish the mission, vision and aims, as well as to establish the recipients of the promotional message. Another important stage involves correlating the strategy’s goals with other strategic documents and preparing suggestions for activities. Many of these elements must be based on comprehensive studies and public consultations. A strategy should also include plans for its implementation, as well as monitoring and outcome evaluation procedures (see section 2.3). In this chapter, we will specify the procedures concerning the original decision to develop the strategy, the choice of the work methods and the current situation analysis.
