City image impact from event strategies in city branding: evidence from a longitudinal study of top-of-mind awareness from music and sports events in two Danish cities

The chapter analyzes the longitudinal impact of event strategies on people’s cognitive perception of city images, and whether event venues play a role as tangible event legacies. The study is based on longitudinal Top-of-Mind Awareness data from two Danish cities focusing on the impact of sports events, music events, and the event venues. Serial, but non-recurring sports and music events have been effective strategies for the cities to establish lasting awareness and cognitive positions in the outside world. We also find that event venues may become tangible event legacies supporting city image outside the city as well as local identity.