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Development of a brand idea as the basis for region branding. A case study of the Jizera Mountains and the Foreland region

Daszkiewicz Magdalena, Wołosecka Aleksandra

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2019

z. 139

107--121

Region branding is a highly complex activity, which suggests the necessity to search for strategic solutions that enable the integration of brand communication in a broadly defined environment. The purpose of the paper is to indicate the possibilities of creating a region brand by developing a consistent brand idea. The paper combines theoretical discussion with the case study of the Jizera Mountains and the Foreland region. We describe the concept and challenges of region branding and present a brand idea as the basis for the integration of branding activities. For the case study, we made a diagnosis of region potentials, supported by a review of regional communication activities. In the process of gathering information, we used the content analysis of informational and promotional materials of the region, and the results of qualitative and qualitative research commissioned by the Jizera Partnership Association. We used the mind-mapping method, which enabled the identification of key issues integrating various potentials and defining propositions of a brand idea.