Brand Cities - NAWA

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Smart cities are more than just automatic systems for controlling street lighting or managing public transport fleets.

This concept entails the protection of natural resources, sustainable development, and the involvement of residents in decision making. This is why Bekker NAWA beneficiary Magdalena Ewa Grębosz-Krawczyk, Professor of Lodz University of Technology, believes this idea is worth promoting. She carried out a study on how to effectively manage a smart city brand during her stay in France, at the University of Nantes.

 

NAWA: Most people associate the concept of smart cities with the ubiquitous technology. What else is there to say about it?

Professor Magdalena Grębosz-Krawczyk: The concept of smart cities involves the use of modern information technologies to support various city functions. Yet it is not limited to introducing solutions in the area of new technologies. The idea encompasses many aspects of urban life, including: urban planning, sustainable development, environmental protection, energy networks, economic development, new technologies, and public participation.

 

How are smart cities created? Do we already have any in Poland?

The emergence of smart cities is a logical and natural stage in the development of traditional agglomerations resulting from the Fourth Industrial Revolution and the expansion of new information and communication technologies. Many Polish cities aspire to be smart cities, examples being Warsaw, Wrocław, Gdańsk, or Łódź.

 

Your field of research is marketing. Is smart city a concept that needs to be promoted?

An important element in the idea of smart cities is taking into account the needs of the residents and ensuring social dialogue. However, public awareness of the benefits this concept can bring is very low in Poland. This is why it is so important to promote smart city brands. For now, smart cities are most appreciated by businesses and investors as well as students, which may mean that younger generations are more open to modern solutions based on innovative technologies, sustainable development, high quality of life, and involvement of community members in urban development.

 

How should the concept of smart city be promoted?

In the course of our study, we analysed the websites of all 90 cities included in the 2019 European Smart Cities ranking. In addition, we carried out a survey among 35 representatives of smart city authorities from eight countries and an in-depth study based on interviews at mayor’s office in Nantes. Nantes is one of the pioneering smart cities in France and Europe. An analysis of websites and social networks makes it possible to distinguish two groups of cities. Representatives of the first group refer to the city’s distinctive features and its exceptional character based on unique added value, often built on historical foundations. Referring to the city’s past, culture, and traditions, they simultaneously show its modern, dynamic, and smart character. Representatives of the second group build the image of a standard smart city by highlighting its essential assets based on the smart city concept. The lack of uniqueness makes the image of these cities unattractive. Above all, they disappear ‘in the crowd.’ Moreover, representatives of the smart cities we studied pointed out that the image of such a city should refer not only to the modern solutions employed in the city, but also to its history, tradition, and culture.

Social media are the most effective channel for promoting smart cities, as they increase the involvement of various stakeholder groups, especially residents. They make it possible to emphasise the credibility of the image and keep it up to date at the same time. Among the most popular activities employed in communication of smart city brands, we can also mention: promotion through the city’s own website, organisation of events and public debates referring to the smart city concept, and newsletters for residents.

 

What is the secret to successful brand management with regard to such a city?

A vital element is internal collaboration and cooperation with citizens in managing the smart city brand as well as the involvement of external stakeholders. Engaging the local community in brand promotion is definitely something that distinguishes smart city brands. Involvement – first of all of the inhabitants and investors, but also of tourists – increases the sense of authenticity, but also facilitates the promotion of smart elements.

 

Why did you choose the University of Nantes for your study?

Firstly, because of the high degree of internationalisation of its research activities and its experience in carrying out interdisciplinary projects. Second, Nantes has been promoting itself as a smart city for several years now. Furthermore, it has participated in the Horizon 2020 European research project mySMARTlife carried out in collaboration with Helsinki and Hamburg since 2016. The project focuses on implementing innovative solutions in the fields of digital technology, energy, and mobility.

 

What was the impact of the NAWA scholarship on your development as a scientist?

The scholarship allowed me to look at my studies and research questions from a broader perspective and gave me the opportunity to focus on my academic work.

In addition, my stay at the University of Nantes has given me new experience in the field of international cooperation, and I hope that it will help me in preparing further research projects and attracting foreign partners. The result of the scholarship is a model of smart city brand management that can be used by cities implementing this concept. The results of the research were published in two scientific articles. I am currently working on two more.

The concluded studies encourage further considerations, in the areas of both smart city brand management and marketing communication aimed at individual smart city stakeholders. It seems particularly interesting to verify the effectiveness of the developed model in real conditions.

Moreover, I will be able to use the experience and observations gained during my work in the Scientific Council of the Interdisciplinary Doctoral School at Lodz University of Technology, where great emphasis is placed on the mobility of doctoral students and cooperation with foreign universities.

Thank you for your time. 

 

How to receive a NAWA scholarship under the Bekker NAWA programme? 

Detailed information about the NAWA programme can be found HERE

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