Eva Vaništa Lazarević
regulations and certainly without a strategy. An important tool in urban
regeneration is the expertise of the local professionals and the implementation
of the international one. As for us, the professionals, it is up to us to implement
proven and new strategies and to persist, despite the less than desirable
current climate.
1 Prilenska, Viktorija: City Branding as a Tool for Urban Regeneration: Towards a Theoreti-
cal Framework, in: Architecture and Urban Planning, 2012/6 pp. 12-16.
2 Kavaratizis, Ashworth: City Branding: an Affective assertion of identity or a transitory
marketing trick?, Tihdschrift voor Economische en Sociale Geografie, 2005, No 96, pp.
506-514.
3 https://www.wieninternational.at/.../belgrade-on-water.
4 The NGO called the Agency for Urban Regeneration (URA) began operating in July 2004
under No. 6903, Reg. No. 2494 and protected as ’intellectual property;’, under the
leadership of the Author of this paper. It was the first NGO to focus on urban issues in
Serbia.
5 Dr Keith Dinnie: City Branding: Theory and Cases; http://www.amazon.co.uk.