Брандинг на град чрез фестивални събития и изследване на нагласите към фестивала „Включи града” в Бургас – методически и приложни аспекти

Abstract

The article discusses the problem for city destination branding and for this reason the first article part discusses the different views about brand identity and how the local population’s opinion and attitude fits to the branding concept. The analytical part of the paper is based on primary data from a survey with the local people and visitors’ sample about the awareness and advertising campaign for the Burgas festival “Include the city” and the festival’s contribution to the brand image of Burgas as festival destination. The last part of the paper contains methodological directions for such kind of surveys and suggestions about necessary organizational steps and marketing activities in the process of city brand building and strengthening.