New city brand: it\’s creation and social reception. Example: Silesia Metropolis

Aleksandra Wycisk

Ekonomia journal, 2012, vol. 29

Abstract: The article presents the most important results of sociological research conducted in 2011 in 14 cities of the “Silesia” Metropolis (G?rno?l?sko-Zag??biowska Metropolia “Silesia”). The study formed the basis of a thesis written under the supervision of professor Marek S. Szczepanski, defended at the Institute of Sociology at the University of Silesia in Katowice. The thesis won the ministry of regional development award in the competition “Teraz Polska Promocja 2011”. Themain focus of research is an analysis of the social reception of a new urban brand (“Silesia” Metropolis) in less than a year after the introduction of the corporate identity and launching the informative campaign. The study including questions on corporate identity, sympathy towards the new brand is followed by an in-depth analysis of plethora of themes, especially socio-cultural, political and economic background. Presented sociological studies are qualitative (expert interview) and quantitative (survey).

Keywords: metropolis; city branding; city marketing; territorial marketing; stereotypes; identity (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:eko:ekoeko:29_86

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