The Usage of Digital Marketing Tools in City Branding

Abstract

The aim of the chapter is to assess and compare the differences in the approach of European and Slovak cities to city branding with focus on utilisation of digital tools of marketing communication tools. The concept of city branding has developed through several stages and nowadays, it is strongly affected by utilization of digital tools. The empirical research verifies the current approaches to urban branding in 13 European and eight Slovak cities which are the administrative and cultural centres of the regions and have the best potential for applying the concept of city branding in Slovakia. By questionnaire survey, the authors have verified in depth the defined approaches to city branding in eight Slovak cities. For inspiration, the process of city branding in one of the best ranked European cities—Amsterdam—is presented. In the conclusion, the chapter defines the measures that should be taken to implement city branding as a comprehensive, systematic and targeted process aimed at shaping the positive image of the city in order to promote it on the market and to ensure comprehensive city development.