Influence of Trade Fairs on a Host City Brand
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Abstract
The influence of constantly held trade fairs on the brands of organising cities is rarely analysed, however it has been noted that they can be treated as a city marketing tool and their positive impact on city image is often underestimated. The potential contributions of fairs to the host cities are rarely exploited, because the organisers tend not to see them as part of a long-term strategy of the city.
The article analyses the potential influence of trade fairs on a host city brand. The investor-based place brand equity approach and the city branding framework are used as a theoretical basis for the analysis. The cases of two cities from the eastern part of Poland are analysed, taking their marketing strategies and the potential influence of constantly held trade shows on their brands into account.
The article analyses the potential influence of trade fairs on a host city brand. The investor-based place brand equity approach and the city branding framework are used as a theoretical basis for the analysis. The cases of two cities from the eastern part of Poland are analysed, taking their marketing strategies and the potential influence of constantly held trade shows on their brands into account.
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