Budowa i promocja marki miejsca na przykładzie uzdrowiska termalnego Uniejów

The article contains theoretical issues of territorial marketing and a case study of Uniejow. Uniejow is the first thermal spa in Poland and the first health resort in the Lodz region. This is a rapidly growing town thanks to the effective policy of its local government and appropriate, various promotional activities. A part of the article is devoted to the socio-economical situation of the town, it also shows some of the actions undertaken in the construction and promotion of the brand space in Uniejow. The final part of the article contains suggestions that may serve as useful guidelines for the local government in further shaping of the Uniejow community promotional strategy.