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Place or destination branding has become a very popular approach to manage and foster development of cities, regions and countries. To make the process more effi cient, it is necessary to defi ne the basis of place brands properly. One of the key elements in defi ning brand identity is consumer insight, which has become more popular recently. < e main prerequisites of consumer insight importan ce are dynamic changes in con- sumers' needs and behaviors, which determines their decisions. Segmentation process based on demographic data in context of postmodernism is not suffi cient any more to diff erentiate the brand. Looking for competitive advantage, brand managers more often focus on consumer behavior, attitude, values, needs and expectations. < e competitive environment of place management cau ses that this tendencies also should be taken into consideration in place brand creation. In the paper the author indicates the complexity and multilevel character of defi ning consumer insight in place brand context. Based on research (IDI and ethnographic research) the paper presents possibilities and limitations of marketing research implementation in the process of de- fi ning consumer insight. On Poznan agglomeration case study and research stakehold- ers insight was formulated. Simultaneously, the author points out strategic meaning of consumer insight in place brand management process.

The Strategic Importance of Consumer Insight in Defining Place Brand Identity and Positioning