The starting point of the presented research is the theory of destination marketing, in which the concept of destination branding is the key element. Destination branding models include the idea of visual brand identity, which includes the logo as a crucial element. Since the 1980s, the concept of sustainable development has shaped the society and global economy, including tourism. Tourists are increasingly guided by the analysis of the tourist area in terms of the importance of nature and the possibility of spending free time responsibly. They look for a sustainable tourist offer. Therefore, the aim of this work is to evaluate the tourist offers of Polish territorial units in terms of visual message—logo and its content, and to examine whether they comprise design components that reveal the sustainable development of the destination. The research method was content analysis of promotional signs. Sustainable development in tourism focuses on three pillars: nature, responsible tourist activity, and the historical remains protected in a sustainable way. The authors search for such images in the logos. In the conclusion, the authors summarize that elements of nature and historical heritage are strongly present in the logos, which does not mean that the tourist offer is a balanced offer.
Developing coherent and comprehensive regional and city brands is of vital importance for places, as branding can contribute to the success achieved in tourism, investment and thus the region itself. There seems to be a recognizable gap in the literature regarding the application of visual signs used in place marketing that should present a city, region or country. The paper outlines the most important challenges as well as faults in management of visual identity in Silesia region, in Poland. The research attempts at identifying and analysing logos of cities and communes of the Silesian Voivodship (pol. województwo śląskie). The main purpose of this exploration is to describe the Silesian visual identity through practiced visual signs called logos. The authors try to find solutions for the following research questions: 1. What trends are typical for visual presentation of the cities in the Silesian Voivodship? 2. What image of the region is presented when exploring logos of the Silesian cities? 3. How is logo practiced in public management in the Silesia Voivodship? Content analysis was used to obtain visual identity of the cities. First the authors tried to collect all logos and then analysed them using the Per Mollerup's taxonomy. The results of the study illustrate how self-government institutions, which are responsible for promotion of the place, portray the Silesian cities in marketing communication.
Advertising is one of the commonly visible elements of the urban landscape (real and virtual). It also does not require proof that advertisements of cities as such are also part of their “cityscape.” Since at least the nineteenth century, cities have advertised themselves as attractive places to live, visit, or do business. Therefore, the following research question can be asked: How do Polish cities present themselves in advertisements one can find in the landscape? The study assumes that each advertisement should clearly identify the sender and indicate its specific characteristics, distinguishing itself from its competitors. Polish cities began to use logos and slogans as a mechanism of description and distinction after 1990, when socioeconomic changes started. There are quite a few studies on this activity, but most of them are single case studies. Therefore, the authors decided to examine a relatively large sample of Polish cities, which allows for statistical analysis. Analysis of the logo and slogan content allows the authors to examine the desired image or the projected identity of Polish cities. The methods were chosen because they admit qualitative and quantitative analysis, especially when there is a sufficiently large sample. Therefore, the survey covered all towns and cities with more than 20,000 inhabitants in Poland. There are 218 such towns in total. The analysis was carried out in the first half of 2021. In conclusion, the authors find that the advertising of Polish cities is embedded in the past, promotes resources (substance), sometimes geographical location, but rarely refers to famous characters and human potential. And such a picture of these cities one may find on outdoor advertisements, which sometimes produce dissonance when accompanying modern buildings or new transport solutions in the city.
The purpose of the research is the empirical verification of the authors’ hypothesis that the logo or City Visual Identity System (CVIS) is the indicator of marketing and branding orientation of a particular self-government. The first objective of the article is to present an empirical base for city logo examination taking into account the visual signs of Polish towns used in promotional activities. The second objective is to analyse the content of logo. To reach the objectives the authors examined 335 cities’ logo in Poland using quantitative and qualitative content analysis. During the research 211 (63%) of the cities surveyed used the logo in promotional practice. The study confirms the hypothesis that the city’s logo can be used as a preliminary indicator of the local government’s marketing orientation. The content analysis indicates that marketing activities are based primarily on resources (Ger. Substanz) of cities, not on products offered.
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.
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