ABSTRACT

One of the strategies supporting local development in cities is the promotion and branding strategy. The first phase involves preparing the strategy and the second one its implementation. In this chapter, the authors specify the procedures concerning the original decision to develop the strategy, the choice of the work methods and the current situation analysis. At the initial stage of developing a city promotion and branding strategy, it is also important to recognize the surroundings of the destination which the strategy is being prepared for. The current situation analysis is a very important part of developing a city branding and promotion strategy. It encompasses the analysis of the city’s mega product, identity, image and factors shaping these elements, as well as the analysis of competitive urban centres. The authors also present some examples which illustrate the use of the city identity elements in the city promotion and branding strategy.