Model approach to brand implementation as a prerequisite for shaping the capital of a territorial brand

• Autorzy: Lutek Piotr

Identyfikatory

DOI

10.29119/1899-6116.2020.52.5

• Języki publikacji: EN

Abstrakty

EN

Introduction/background: A number of places have some difficulty implementing their brands due to the fact that there is no coherent framework within which they could expect some measurable results or monitor the process, and most importantly, they are totally incapable of controlling the return on investment in branding. Aim of the paper: The article puts forward a model which, irrespective of the size of the place and the extent to which the brand has been developed, introduces order into the process of brand building, indicating the point at which a brand is and optimizing the way for a brand to become an asset and a part of the equity. Materials and methods: The model is based on miscellaneous experiences comprising case studies, observations and results analysis of more than 15 place branding projects that were undertaken in Poland over the last 10 years. The project of building the brand of the city of Lublin has been based on this very model. Results and conclusions: Any local government that has at its disposal limited financial, human or any other resources can successfully use this model owing to its flexibility, clarity and simplicity.

Słowa kluczowe

EN

territorial brand; place brand management; competitiveness; local development strategy; competitive advantage; place brand capital

PL

marka terytorialna; zarządzanie marką miejsca; konkurencyjność; strategia rozwoju lokalnego; przewaga konkurencyjna; kapitał marki miejsca

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Organizacja i Zarządzanie : kwartalnik naukowy
• Rocznik: 2020
• Tom: nr 4
• Strony: 59--68
• Opis fizyczny: Bibliogr. 12 poz.

Twórcy

autor

Lutek Piotr

• Synergia Sp. z o.o., Lublin

Bibliografia

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• 6. Keller, K.L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, Vol. 57, pp. 1-22.
• 7. Lebiecki, M. (2002). Marketing miejsc – imperatyw i szansa w globalnej wiosce. Modern Marketing.
• 8. Markowski, T. (ed.) (2002). Marketing terytorialny. Warszawa: Polska Akademia Nauk, Komitet Przestrzennego Zagospodarowania Kraju.
• 9. Metaxas, T. (2002). Place/City marketing as a tool for local economic development and city’s competitiveness: A comparative evaluation of place marketing policies in European cities. Paper presented at EURA Conference ‘Urban and Spatial European Policies: Levels of Territorial Government’.
• 10. Morgan, N., Pritchard, A., Pride, R. (2002). Destination branding. Creating the unique destination proposition. Oxford: Butterworth Heinemann.
• 11. Pogorzelski, J. (2012). Praktyczny marketing miast i regionów. Warszawa: Wolters Kluver.
• 12. Ward, S.V. (1998). Selling Places: The marketing of Towns and Cities, 1850-2000. London: Routledge.

Uwagi

PL

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2020).