Wrocław as a European Capital of Culture 2016. Brand Building on Facebook. Visual Identification

Abstract

The article contains research in two fields of image building. The first is describing general thoughts about city marketing communication, brand building and current trends in this area. Author pays attention to the aesthetics issue, that creates the possibility for different organizations to affect their audience through a whole range of sensory stimulators, thereby creating the conditions of mutual satisfaction. Then the author tries to answer the questions: what should be done to make the city brand exist in consumers' minds in the twenty-first century? How to exist in virtual reality without visual identification? Next step is to overview the book of visual identification of Wrocław ECOC. The second area of interest is cumulated around image building on official Facebook profile of Wroclaw ECOC. It is a platform for opinion exchange. Its focuses on a fourfold type of creation: creation of the individual, creation of the organization, creation of the company, and finally creation of the brand.

Keywords

• image
• brand building
• social media
• internet
• visual communication.