The Applicability of Kapferer’s Brand Adentity Prism in City Branding through the example of Kaposvár

Abstract

Kaposvár started to consciously build its brand in 2016 when the General Assembly accepted the city branding strategy of the settlement, its management has been trying to refine and clarify the positioning of the Kaposvár brand. Kapferer’s prism may make it feasible. This essay makes an attempt to estimate the applicability of brand identity prism on the city branding strategy of Kaposvár, thus exploring the opportunities in city brand positioning provided by Kapferer’s method. The paper examines the desirable image of Kaposvár detailed in the strategy from the six aspects of Kapferer’s prism, and tries to define the attributes which may strengthen the Kaposvár brand.