A Categorization of City Slogans Drawing on Examples from Hungarian Cities

Árpád PAPP-VÁRY, Máté FARKAS


Abstract:

In addition to logos, slogans may be the most tangible ele-ments in the marketing and communications of a city. Slogans are good if they capture the character and story of the city, distinguish it from other places, and are capable of inspiring tourists, investors, and, not least, locals. However, if slogans are ordinary and meaningless, they may do more harm than good. “The colourful city”, “The livable city”, “The friendly city”, “Explore (city)”, “A city that’s different”, or “In the heart of Europe” are slogan efforts that have been used a thousand times before and will only make their user look ridiculous. Therefore, this study first examines what elements make a good slogan. What aspects should profes-sionals consider when creating a slogan? What examples can we see in the United States of America, a country often considered as the homeland of branding (and city branding)? These questions are followed by a discussion of examples from Hungarian cities. The touristic attributes of the country serve as a starting point, but how much do traditionally define main guidelines involving health, active, wine and gastrotourism appear in the slogans of Hungarian cities? Having classified 133 slogans from 91 cities into various categories, we can see if Hungarian cities reinforce clichés, or provide a good example. 

Keywords: Place marketing; City marketing; Place branding; City branding; Slogan; Verbal identity; Hungary

DOI: 10.24193/jmr.30.2

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