- Tytuł:
-
Indywidualna marka miasta czy marka sieci miast – problemy jej budowania w miastach zrzeszonych w sieci Cittaslow
Individual brand of the city or the brand of the city networks – problems of its building in cities in Cittaslow networks - Autorzy:
- Stanowicka, Agnieszka
- Powiązania:
- https://bibliotekanauki.pl/articles/2032395.pdf
- Data publikacji:
- 2018
- Wydawca:
- Polska Akademia Nauk. Czytelnia Czasopism PAN
- Tematy:
-
city management
territorial marketing
brand
identity
image
zarządzanie miastem
marketing terytorialny
marka
tożsamość
wizerunek - Opis:
- Modern cities are increasingly promoting their own individual brands to gain a competitive advantage. 28 Polish cities, after joining the Cittaslow international network of cities, can additionally use their native brand in their activities. The aim of the author was to answer the question: should cities only use an individual brand, or maybe they can support these activities with a common brand strategy. The growth of interest in individual brands of 28 cities belonging to the Cittaslow network has been evaluated, also their popularity, popularity of the native brand on the Facebook, and the use of the Cittaslow brand by cities on their websites were analysed. It was noticed that not all cities use the Cittaslow logo. But most cities in Cittaslow publish a link to the network and brand information on their websites. The native brand Cittaslow is in Poland at the positioning stage but probably its popularity will grow as the benefits from using it begin to be noticed.
- Źródło:
-
Biuletyn Komitetu Przestrzennego Zagospodarowania Kraju PAN; 2018, 272; 147-160
0079-3493 - Pojawia się w:
- Biuletyn Komitetu Przestrzennego Zagospodarowania Kraju PAN
- Dostawca treści:
- Biblioteka Nauki
Artykuł