Имидж и бранд на Пловдив 2019
Image and brand of Plovdiv 2019

Summary/Abstract: This paper presents the results of а research focused on the role of branding the event Plovdiv 2019 European Capital of Culture (ECOC) . The event can be viewed as a communication tool to rebrand and reposition the city mainly in cultural terms. It considers how а brand becomes an important tool in event management as an attempt to stamp all of ideas, activities and objects with the same recognizable identity which acts as an assurance of recognition. Based on primary research undertaken in Plovdiv in 2018, this paper explores how the communication framework of the event is displayed as a basic principle in the concept of the brand development.

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