PLACE MARKETING IN THE PROCESS  OF TERRITORIAL IDENTITY CREATION  AND STRENGTHENING

Andrzej Raszkowski

Authors

Andrzej Raszkowski Wrocław University of Economics

Keywords:

Territorial identity, place marketing, territorial unit, socioeconomic development, factors of competitiveness.

Abstract

The paper discusses the problems referring to place marketing related to the process of territorial identity creation and strengthening. Territorial identity strengthened by the activities carried out within the framework of place marketing constitutes the crucial component of the development process occurring in the contemporary territorial units due to emotional relations of a given community with the place of its existence. The core of the study is focused on the presentation of selected elements constituting place marketing areas which can have a favourable impact on regional identity strengthening. Each of the areas has been supplemented by the list of potential advantages in this particular context. The following factors were listed: brand and image of the place, an effective promotion process, entrepreneurship enhancement, the organization of events, regional (local) products, Corporate Identity for territorial units, international cooperation, the creativity of self-government authorities or flexible management systems.

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