Arculatépítés a városmárkázásban
Image creation and city branding

Summary/Abstract: The study discusses city branding strategies of a Transylvanian settlement within a wider theoretical framework referring to various types of images and brands, the importance of city branding, and the various levels of branding and communication. The case study presented by the author concerns the situation of Kézdivásárhely (Târgu Secuiesc), viewed in its communicative setting. The author then focuses on the usage of visual markers, and on the branding of sub-institutions. He also advances practical proposals for the branding of Kézdivásárhely and the use of the city’s symbols.

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