| The research project is a comparative study of city marketing and city branding strategies and methods used in four European cities, namely Amsterdam, Budapest, Athens and Berlin. The project investigates the actual methods used and the current understanding of the meaning and potential of marketing and branding in the context of place management. The interaction of city brands with the city s identity and the effects of city branding on the actual residents of the city are also points of focus of the research. The study has a dual character, as it aims to contribute to the advancement of the theory of city marketing generally and city branding in particular and at the same time provide useful ideas and valuable feed back and comparisons for practitioners. |
