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CITY BRAND-IMAGE ASSOCIATIONS DETECTION. CASE STUDY OF PRAGUE
Abstract
The study focuses on the primary associations that are evoked by the city of Prague, as well as on the differences that can be seen between the professionals and the general public in this regard. One of the main objectives is to highlight the growing importance of the city branding in today's hyper-competitive environment, which creates a demand for empirical studies of a similar nature. Therefore, in this paper, we pay attention to the analysis of selected attributes of the brand of Prague. Special attention is paid to its visual attributes represented by the logo of the city. Our analysis is based on two surveys carried out in 2012. While analysing attitudes to the selected attributes of the Prague brand, we used the polarity profile method as a simplified form of semantic differential.
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