ABSTRACT
This chapter presents the stages of building a city promotion and branding strategy, as well as the rules governing the next phase of implementing it, which involves monitoring and evaluating its outcomes. It provides some issues related to establishing the vision, mission and strategic aims of city promotion and branding. The mission, vision, aims and even the activities planned in a city promotion and branding strategy should be correlated with the aims set at higher levels, for example, at the level of the province, or sometimes even the state. In the case of promotion and branding strategies, the mission and vision must encompass the issues of urban product transformation and development, as well as the promotion undertakings used in order to strengthen the city image. The chapter shows the characteristics of the most popular marketing communication tools. The tools include advertising, public relations, personal selling, sales promotion and direct marketing, as well as the use of the Internet for promotion.
