The APPLICATION OF THE PDCA CYCLE TO THE CREATION AND DEVELOPMENT OF A CITY BRAND

Abstract

This paper presents the application of the PDCA cycle (Plan-Do-Check-Act) as a methodological approach in the creation and development of a city brand. The stages of the PDCA cycle are adapted to the city branding process through four key steps. The planning phase (Plan) involves the analysis of the city’s image, identification of target user groups, and defining the brand strategy. The second stage (Do) focuses on the implementation of the strategy, including the development of a visual identity and execution of marketing campaigns. In the third phase (Check), the success of the branding efforts is measured through feedback collection and market analysis. The final stage (Act) is aimed at continuous adjustment and improvement of the brand strategy based on the obtained results. The proposed application of the PDCA cycle allows for systematic management of the branding process, tailored to dynamic changes and the needs of different user groups. At a theoretical level, this research provides a framework for further studies in the field of brand management, particularly regarding the efficiency of various management models. The research indicates that city authorities and brand managers should consider the application of the PDCA cycle as a tool for the continuous improvement of their branding strategies.