Wyniki wyszukiwania - BazTech

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Alpha wolves. Are local business leaders important for the region brand? Case study of Wroclaw agglomeration

Macalik Joanna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 173

457--467

EN

Purpose: The main objective of this study is to investigate and clarify the role of local business leaders in creating region brand. Design/methodology/approach: The article uses the qualitative case study method to describe the role of local business leaders in shaping region brand. The analysis is conducted using Wroclaw Agglomeration as a subject. Findings: The research conducted enabled to initially investigate and clarify some aspects of creating a place brand image using stakeholders engagement. Research limitations: The research presented in the article is qualitative, making it impossible to infer the entire region's population. Practical implications: The article includes essential conclusions valid for regions' authorities, mainly in the area of creating a positive brand image in the economic context and the importance of engaging stakeholders in this process. Originality/value: The paper supplements the management sciences literature with knowledge about the local business leaders' role in creating a region brand.

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The essence and the process of region branding

Andruszkiewicz Krzysztof, Schulz Maciej, Skorupa Jakub

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

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z. 152

7--16

EN

Purpose: The main purpose of the article is to explain the basic concepts related to regional marketing and to propound a model of region branding. Design/methodology/approach: The study incorporates the results of a study on various aspects related to region branding. The process of branding, especially implementation of the region brand, usually is a long and complex undertaking. It certainly should take into account the specificity (nature) of the region. The model proposed in the paper includes the most important and universal aspects of region branding. The following assumptions have been made, which constitute the basis of many such model studies propounded by the authors of foreign and domestic models. Findings: The process of building a region’s image and reputation is associated with its search for ways to present its strengths and the increasingly effective methods supporting development and competitiveness. Region branding and its management has become a phenomenon undertaken quite commonly as to communicate the region's competitive advantages to its internal and external stakeholders. Poland's accession to the European Union meant that native places (regions) should also be recognizable, positively associated, offering above-average values for consumers, tourists as well as Polish and foreign investors. Practical implications: The strategic plan developed for implementation of the region brand indicates the methods and tools, arranged by functional areas and their initial planning in time. Another challenge that is quite important in the implementation phase is the development of a system for diffusion of the region brand’s guiding idea to various institutions, entities and groups that are partners in the region brand implementation program. Social implications: The main (key) strategic objective of region brand implementation program is to transfer the guiding idea and the knowledge about the program to lower levels, as to facilitate the greatest possible reach and support of local communities. Originality/value: This paper presents selected results of the study on various aspects associated with regional marketing. One of the research objectives was to build the model of that includes the most important and universal aspects of region branding.

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The role of museums in creating the region brand

Macalik Joanna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 146

253--264

EN

Purpose: The aim of the paper is to analyze the role of museums as specific entities of the cultural market in shaping the region brand. Methodology: The paper presents the results of a case study and desk research, regarding the role of museums in building the image of the Lower Silesian Voivodeship, supplemented with selected results of quantitative and qualitative own research. Findings: The analysis showed that increasing the role of museums in building the region brand is in the best interest of both parties and that there are many cooperation methods for museums and regions that bring real benefits. Practical implications: Looking for a model of cooperation that will be beneficial for both the region and museums and their brands is therefore crucial. Originality/value: According to the author knowledge, the paper is one of the very first attempts to identify the role of museums in creating the region brand.

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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

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2019

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z. 139

107--121

EN

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.