turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2021-1-3-57-64turan-1888Research ArticleЭКОНОМИКА: ИСТОРИЯ, ТЕОРИЯ, ПРАКТИКАECONOMY: HISTORY, THEORY, PRACTICEК вопросу о развитии бренда города: городской стиль как измерение бренда городаOn the city brand development: city style as a city brand dimensionСадуллаеваА. П.SadullaevaA. P.

 магистр наук, докторант

г. Алматы 

 Master of sciences, PhD student 

 Almaty 

sp-aigul@mail.ruБайжаксыноваГ. К.BaizhaksynovaG. K.

 к.э.н., доцент

г. Алматы 

 c.e.s., associate professor 

 Almaty 

gulshat.baizhaksynova@narxoz.kzУниверситет НархозКазахстанNarxoz UniversityKazakhstan202103102021035764Copyright © Садуллаева А.П., Байжаксынова Г.К., 20212021Садуллаева А.П., Байжаксынова Г.К.Sadullaeva A.P., Baizhaksynova G.K.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/1888

В статье рассматриваются вопросы развития бренда города. Выявление факторов и компонентов, которые способствуют развитию бренда города, и было основной целью исследования. Модель бренда города Томаса Гэда была применена в качестве теоретической основы исследования. Эта модель описывает четыре измерения городского бренда: ментальное, духовное, социальное и функциональное. Автор статьи предпринял попытку описать и добавить еще одно измерение к вышеупомянутой модели – измерение «городской стиль» с его визуально-эстетическим аспектом. Обзор литературы был проведен с целью уточнить понятия «бренд» и «городской бренд». Также было проведено анкетирование среди жителей двух городов Казахстана, чтобы выявить влияние стиля города на узнаваемость города. Вышеописанное и есть теоретико-практический вклад данного исследования в область развития и формирования бренда города. Прикладное значение имеет предложение автора исследования разработать дизайн-коды для городов Республики Казахстан.

The article discusses the issues of the development of the city brand. The main purpose of the study was to identify the factors and components that contribute to the development of the city brand. The city brand model of Thomas Gad has been taken as a theoretical basis of the study. This model describes four dimensions of a city brand: mental, spiritual, social and functional. The author of the article has made an attempt to describe and add one more dimension to above-mentioned model-the dimension of “city style” with its visual and aesthetic aspect. The literature review has been conducted in order to clarify the concepts of “brand” and “city brand”. The questionnaire has been carried out among residents of two cities of Kazakhstan to identify the influence of the city style on the recognition of the city. The above is the theoretical and practical contribution of this study to the development and formation of the city’s brand. The proposal of the author of the study to develop design codes for cities of the Republic of Kazakhstan is of applied importance.

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The authors declare that there are no conflicts of interest present.