2013 | 149 | 256-267
Article title

Is the Community of Łódź Informed about Living in Creative City? City of Łódź' Branding Strategy and Its Perception

Title variants
Languages of publication
In the recent years, one can observe a growing interest in the creativity and its role in local and regional development. Creative businesses, industries, cities or regions seem to be not only a new trend but simply a fashion among both researchers and policy makers. Also the city of Łódź did not resist the desire to base a development on creative industries. Thus, in 2011, a strategy of building a brand of creative city was launched. After two years, a time for monitoring the first effects of the strategy has come. This paper is a description of the results of a interview-based research conducted among the dwellers of agglomeration of Łódź, aiming at verification of the reconcilability of new city brand and thus - an effectiveness and efficacy of this new direction of promoting the city of Łódź.
Physical description
  • Barick H., Kotler Ph.: A Framework for Marketing Image Management. Winter 1991.
  • Florida R.: The Rise of the Creative Class. Basic Books, New York 2004.
  • Kall J.: Silna marka. Istota i kreowanie. PWE, Warsaw 2001.
  • Kotler Ph., Armstrong G., Saunders J., Wong V.: Principles of Marketing. Second European Edition. Prentice Hall Europe 1999.
  • Kotler Ph., Haider D.H., Rein I.: Marketing Places - Attracting Investment, Industry, and Tourism to Cities, States and Nations. The Free Press, New York 1993.
  • Koźlak A.: Wpływ wizerunku marki regionu na jego konkurencyjność. In: Marketing przyszłości, Trendy. Strategie. Instrumenty. Eds. G. Rosa, A. Smalec. Zeszyty Naukowe Uniwersytetu Szczecińskiego Ekonomiczne Problemy Usług, No. 26. Wydawnictwo Naukowe Uniwersytetu Szczecińskiego, Szczecin 2008, marki_regionu_na_jego_konkurencyjn, (accessed: 16.04.2013).
  • Landry Ch.: The Creative City: A Toolkit for Urban Innovators. Taylor & Francis 2012.
  • Łódź Brand Management Strategy for the Years 2010-2016, http://www.kreatywna. pdf, (accessed 16.04.2013).
  • Ries A., Trout J.: Positioning: The Battle for Your Mind. McGraw-Hill, New York 2001.
Document Type
Publication order reference
YADDA identifier
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.