The Applicability of Kapferer’s Brand Adentity Prism in City Branding through the example of Kaposvár

Authors

  • Kristóf Kovács Kaposvár University, Faculty of Economic Science, H-7400 Kaposvár, Guba S. u. 40.

DOI:

https://doi.org/10.33568/rbs.2461

Keywords:

city branding, brand identity prism, Kaposvár

Abstract

Kaposvár started to consciously build its brand in 2016 when the General Assembly accepted the city branding strategy of the settlement, its management has been trying to refine and clarify the positioning of the Kaposvár brand. Kapferer’s prism may make it feasible. This essay makes an attempt to estimate the applicability of brand identity prism on the city branding strategy of Kaposvár, thus exploring the opportunities in city brand positioning provided by Kapferer’s method. The paper examines the desirable image of Kaposvár detailed in the strategy from the six aspects of Kapferer’s prism, and tries to define the attributes which may strengthen the Kaposvár brand.

 

 

Author Biography

Kristóf Kovács, Kaposvár University, Faculty of Economic Science, H-7400 Kaposvár, Guba S. u. 40.

 

 

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Published

2020-11-17

How to Cite

Kovács, K. (2020). The Applicability of Kapferer’s Brand Adentity Prism in City Branding through the example of Kaposvár. Regional and Business Studies, 12(1), 69–79. https://doi.org/10.33568/rbs.2461