| Abstract [eng] |
In order to stand out from the other cities in today's market a unique brand has to be developed. Just like a product, a city also has its own brand, which distinguishes one city from another. However, the development of the city brand is more difficult because it aims at attracting different target groups (visitors, investors, exporters), whom the brand must reveal the opportunities of meeting their needs and the uniqueness of the city. The exclusivity of the city brand is formed on the basis of the development of the city image. The establishment of a positive brand image is a strategic marketing task for a city. The object of the paper is the development of a city brand. The aim of the paper is to carry out the theoretical and empirical research into the development of a city brand and to identify the assumptions of the development of a successful city brand. The tasks of the paper In order to meet the aims, the master thesis focuses on the following tasks: • Examining the city marketing, as an integral part of local marketing. • Analyzing the process of city marketing and providing the instruments of city marketing • Identifying the main solutions of city branding • Preparing the model of assumptions for the development of a successful city brand. • Carrying out empirical research of Druskininkai resort brand; Methods of the research. The theoretical part of the paper is based mainly on the analysis of the scientific literature and generalisation, also, the comparative analysis of secondary data. The study used qualitative and quantitative research methods. A qualitative research method involves deep interviews, which enable to determine the marketing benefits in the area concerned. A quantitative method involves a questionnaire survey and analysis of quantitative data. The survey data was processed and the graphs were drawn up using MS Excel software package. The research demonstrated that the properly chosen identity elements are significant for the development of a successful city brand. When an objective market is positioned, the unique city features are distinguished. With reference to the positioning diamond concept, positioning decisions have to be made after the target audience, fluctuation of city macro-environmental tendencies, actions of competing cities and the main competitive advantages have been evaluated. Before communicating the city brand, the developers have to identify the target audience and define the audience behaviour, which they would like to evoke, after that they have to choose the right communicative decisions. However, as well as the goods or organizations, thus the success of a city brand goes along with regular and continuous brand enhancement. Based on the results of research into the success of Druskininkai resort brand, the constituent elements of the brand were identified: name, symbol, colour and design are described in the theoretical part, however, the integrated brand communications are not fully developed and brand promotion is not fully implemented. The paper consists of Preface, 3 chapters, Conclusions and Suggestions. The general material of the paper is set in 64 pages, including 5 tables and 28 pictures. Also, 4 appendices are enclosed. The list of references consists of 55 sources from scientific literature. |
