as spin and the City on Water can not be related to any one of the Anholt’s
categories, because it is not an on-going project. Except the Ada Bridge, the
indicated status of the other projects can be changed, because they are on-
going projects that are able to be improved and realised. However, their current
status and the perceivable weaknesses can be treated as recommendations for
the upcoming project phases.
The results show that the urbanism of Belgrade greatly steppes into the
neoliberal trends, which is not in accordance with the relevant planning
documents and causes their frequent changes. Another feature of these
documents is the lack of long-term visions, which can be identified in the plans
of a large number of European cities, like the Le Grand Paris project, the Future
Helsinki project, etc. With regard to the fact that the current projects are mainly
aiming to solve inherited problems, it can be said that in the future, the city of
Belgrade will generate its image and competitive identity in a contradictive and
inconsistent manner.
Belgrade: The quest for the desired city image1 Companies, professionals, investors, etc.
2 Harvey, David: From managerialism to entrepreneurialism: The transformation in urban
governance in late capitalism. Geografiska Annaler. Series B Human Geography, 1989:
3-17.
3 Rainisto, Seppo K.: “Success Factors of Place Marketing: A Study of Place Marketing Prac-
tices in Northern Europe and The United States.” Espoo: Helsinki University of Technology,
2004.
4 Kotler, Philip: “Upravljanje marketingom 1.” Informator. Zagreb, 1998.