Open AccessCreating and positioning the image of a territorial unit
Author(s) -
Wiesław Ciechomski,
Uniwersytet Ekonomiczny w Poznaniu
Publication year - 2020
Publication title -
zeszyty naukowe - politechnika śląska. organizacja i zarządzanie
Language(s) - English
Resource type - Journals
ISSN - 1641-3466
DOI - 10.29119/1641-3466.2020.146.4
Subject(s) - originality , identity (music) , logo (programming language) , brand identity , unit (ring theory) , image (mathematics) , marketing , value (mathematics) , advertising , business , computer science , sociology , artificial intelligence , aesthetics , psychology , qualitative research , art , social science , mathematics education , machine learning , programming language
Purpose: The aim of this article is to characterize and analyse the activities undertaken by the 6 authorities of territorial units such as cities, municipalities and districts for the purpose of 7 creating their identity and image. 8 Design/methodology/approach: The paper applies the method of descriptive characterization 9 of market phenomena and processes as well as referring to the literature on spatial marketing. 10 Findings: There is a feedback loop between the objective identity of a given town or city and 11 its subjective image because the unique identity promotes the creation of an optimal image, 12 while the unique image determines the undertaking of specific actions aimed at building 13 identity; including such elements of visual identity as the place’s logo, coat of arms and flag, 14 markings on the vehicles of town institutions, etc. 15 Originality/value: The author comprehensively describes the category of a spatial unit’s 16 image, its definitions and functions, and then proceeds to issues of classifying image types, 17 the identity of a place brand, as well as place brand management, which is also referred to as 18 destination branding.