PLACE BRANDING – VÝZNAM A MOŽNOSTI VYUŽITIA V ROZVOJI ÚZEMÍ
Journal Title: FOLIA GEOGRAPHICA - Year 2012, Vol 54, Issue 1
Abstract
Realizing the importance of a strong brand and all the benefits it brings in cur - rent competitive environment, branding has become a phenomenon spread across all areas of our lives. as globalisation intensifies, the territory or nation is no exception and also places compete with other places and they have to build their own brand. in such a case a strong brand can act as a useful tool that sustains the community, attracts and retains the people, businesses, events, visitors and institutions that the place needs in order to grow and thrive. Given paper illuminates in detail the reasons why it is important for a place to pay attention to place branding and explains the necessity to shape and direct a brand identity. Secondly, it discusses how we can influence the target groups to gain competitive advantage and also deals with key aspects of successful place brand management.
Authors and Affiliations
Kvetoslava MATLOVIČOVÁ, Jana KOLESÁROVÁ
Keywords
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