The Place as a Brand. Theory and Practise of the Place Branding

Adamus-Matuszyńska Anna () and Dzik Piotr ()
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Adamus-Matuszyńska Anna: University of Economics, Katowice, Poland
Dzik Piotr: Academy of Fine Arts, Katowice, Poland

Economics and Culture, 2023, vol. 20, issue 1, 17-29

Abstract: Research purpose. The purpose of the research project was to evaluate the status of place branding as a scientific discipline and to check whether this concept has been concretised during exploration and articulation. An additional objective was to check the theoretical status of place brands. Design / Methodology / Approach. The study used an approach based on the analysis of 'place brand' models developed in the literature since models are central to the scientific procedure. These models were then confronted with the empirical observations of the authors using the Flexible Pattern Matching (FPM) method. Findings. A consulting and practical approach is noticeable, especially in the ever-new 'process models' (how to create and manage 'place brand'); moreover, these models are scientifically insignificant and practically unworkable. Descriptive models (what a 'place/territorial brand' is) do not reveal signs of concretisation. There is undoubtedly a phenomenon of 'forcing' empirical data. Originality / Value / Practical implications. Based on the analyses done, it can be concluded that none of the examined models meets the requirements of lawlike generalisations. In the practice of place branding, carried out by territorial units, the only common element is the usage of the name and logo of the place. It can also be argued that the basic concept of 'place brand' is poorly defined. The research method used (FTM) has not been applied in the analysis of place brands so far; however, the examination done in this article proves its usefulness.

Keywords: Place branding; Place branding model; Place marketing; Flexible pattern matching (search for similar items in EconPapers)
JEL-codes: B40 H70 M30 Z18 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ecocul:v:20:y:2023:i:1:p:17-29:n:6

DOI: 10.2478/jec-2023-0002

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