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

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