The Branding and Promotion of Cultural Heritage. Case Study About the Development and Promotion of a Touristic Heritage Route in the Carpathian Basin Cover Image
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The Branding and Promotion of Cultural Heritage. Case Study About the Development and Promotion of a Touristic Heritage Route in the Carpathian Basin
The Branding and Promotion of Cultural Heritage. Case Study About the Development and Promotion of a Touristic Heritage Route in the Carpathian Basin

Author(s): Magor Kádár, István Benedek
Subject(s): Social Sciences
Published by: Accent Publisher
Keywords: Saint Ladislaus Heritage Route; Cultural branding; Heritage elements; Place branding; Touristic promotion

Summary/Abstract: The study describes a comprehensive cultural branding plan, whose central form is Saint Ladislaus (St. László). The plan creates a Cultural Heritage Route of 44 settlements in Romania and Hungary having built heritage sites, legend-connected sites, natural values or settlement name associated with the saint. Based on a variety of background research and analysis the branding plan enlists the subjects and possibilities of cultural branding, defines brand elements, creates the segmentation and targeting of different target groups, makes a proposal for media and communication channels, elaborates a communication plan and formulates further suggestions. The study presents a plan for practical implementation, but at the same time aims to create a model for future branding and communication plans in cultural or place branding.

  • Issue Year: 10/2017
  • Issue No: 29
  • Page Range: 80-102
  • Page Count: 23
  • Language: English