The tool of merchandising, based on the example of the sports industry and business world, is currently also on the increase in cities and local communities where it helps to improve the city image and create an identity. In this way the inner cities are able to present the city identity to the outside in a special way.
Due to the flood of merchandising products, it is essential to specifically gear the merchandising concept to the special features of the respective city centre. The product has to reflect the special features of the city centre in order to create a city identity. In the following, the strategy and objectives of the merchandising products offered by the Pforzheim city marketing division are explained in detail.