The case of Thessaloniki's branding: Constructing social networking and CSE

Abstract

2012 was a celebratory year for Thessaloniki, Greece, mother land of Alexander the great, marking 100 years since its liberation. In 2012 the municipality of Thessaloniki initiated an international sustainable development (SD) strategy. Part of this strategy was to launch a branding campaign with four thematic categories: i) history; ii) social activities and culture; iii) environment and urban landscape and iv) entrepreneurship. The aim of this paper is to present and critically analyse these ongoing social, environmental and economic factors of Thessaloniki’s SD strategy. Maintaining as a focal point social responsibility (SR) and social networking this paper reveals the importance of innovative services in digital communication and social networking when branding a city’s profile. It unfolds the role of SR in branding and networking. It designates how Thessaloniki and its stakeholders are engaging, encountering and exploring digital and social profile potentials, opportunities and perspectives for the years to come