THE BRANDING OF CITIES – THE ROLE OF SKOPJE PALACES IN THE CULTURAL BRANDING OF THE CITY FROM THE BEGINNING OF THE 20TH CENTURY

Abstract

This paper explores what strong brands possess and what cities like Skopje need to brand themselves successfully. For a city to be a good brand, it must have characteristics that are well-defined and easily identifiable. These characteristics include the appearance of the city, the beliefs of the people in the city, what the city represents and what kind of people live in it. At the beginning of the 20th century, the urban development of the city of Skopje on the right side of the Vardar River influenced the social life of the population, shaping their needs and desires, creating a new identity and also a brand of the city. In this paper, the characteristics from the beginning of the 20th century that form the identity of the city of Skopje are stated.

Keywords: identity; branding; Creative class; urban development.