Influence of Trade Fairs on a Host City Brand

Izabela Kowalik

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.

Keywords


trade fairs; city image; place brand equity framework; marketing of places

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"Public Policy and Administration" ISSN online 2029-2872 / ISSN print 1648-2603