<abstract xmlns="http://www.w3.org/1999/xhtml">

<bold>Research purpose.</bold> 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.
<bold>Design / Methodology / Approach.</bold> 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.
<bold>Findings.</bold> 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.
<bold>Originality / Value / Practical implications.</bold> 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.
</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.

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

Economics and Culture

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"The Place as a Brand. Theory and Practise of the Place Branding"}

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...

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

Publicado en línea: 28 jun 2023

Páginas: 17 - 29

Recibido: 21 feb 2023

Aceptado: 28 may 2023

DOI: https://doi.org/10.2478/jec-2023-0002

Palabras clave
Place branding, Place branding model, Place marketing, Flexible pattern matching

© 2023 Anna Adamus-Matuszyńska et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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

Publicado en línea: 28 jun 2023

Páginas: 17 - 29

Recibido: 21 feb 2023

Aceptado: 28 may 2023

DOI: https://doi.org/10.2478/jec-2023-0002

Palabras clavePlace branding, Place branding model, Place marketing, Flexible pattern matching

© 2023 Anna Adamus-Matuszyńska et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Palabras clave
Place branding, Place branding model, Place marketing, Flexible pattern matching