Komunikowanie marki – jak treści kulturowe stają się markowe

Creating local brand is a complex socio-cultural process in which many different local actors participate. The activity of self-government authorities is not necessary at the stage of constructing the local brand. The role of self-government consist rather in “lifting”, strengthening and “expanding” the local brand. These activities go beyond the narrowly defined brand promotion. The task of self-government authorities is not only the outdoor advertising of the town. They should also make the right selection of contents that could be communicate to internal (residents) and external recipients. To properly select these cultural elements, local authorities need to constantly communicate with another local actors. Proper selection of brand elements and good communication of the brand leads to the improvement of the external image of the town and to strengthening the social ties within the town. The article is an attempt to identify the content of a town brand communicated by the local authorities of Przemyśl and Sanok. It contains an analysis of the socio-cultural sources and conditions for selecting those values and symbols that local authorities decide to “lift”, “emphasize” and “expand”. The analysis uses elements of the concept of A. Kłoskowska and V. Turner.