The case study shows that the City Image Manual of Tokaj (Településképi Arculati Kézikönyv
= TAK) prepared in 2017, can also be considered valuable from the point of view of
urban marketing. An important finding of the case study is that the Tokaj TAK addressed
not only those who wanted to build properties in Tokaj, i.e. architects and contractors,
but tourists, too. The Tokaj TAK therefore is an example how a city image manual designated
for investors and builders can serve as a tool of urban marketing as well.
