Wielokulturowe konteksty marki lokalnej, regionalnej i narodowej na pograniczu

The aim of the article is to present the theoretical framework used to prepare and realisation the research “Celebrating the creation and propagation of brands (national, local, regional) in local communities”. From the perspective of that research, the most important theoretical categories are: cultural diversity, multiculturalism and borderland. The analysis is primarily intended to show the extent to which multiculturalism can be treated as an important context for the creation of territorial brands in borderland communities. It requires a critical look at the sociological and social use of this category. The relation between multiculturalism and social relations on the borderlands is very complex and non-obvious. Therefore, the problem of forms of the presence of multiculturalism on the borderland is the second issue raised in the analysis. That means that not every understanding of multiculturalism, and not every aspect of its broad understanding, is treated as applicable to describe cultural relations on the borderland. The third part of the article – referring to the empirical material from the research – tries to show the locally observed use of multiculturalism.