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Brand identity of Lubuskie Voivodeship / Silna marka wyznacznikiem rozwoju gospodarki w województwie lubuskim

100%
Perzyńska A.
Management
|
2013
|
vol. 17
|
issue 1
247-258
EN
The aim of the article is to present how big a role a brand fulfils, which is a determinant of the development of economy in Lubuskie Voivodeship. Building a strong brand becomes a task for many years. The effects can be noticed earlier through promotion actions focused on organizing all kinds of cultural events and fixtures. A strong brand is a huge source of competitive advantage. Creating a strong brand is a catalyst of the economic development of the region. A sign, logo, is not enough for the economic development to increase. The use of innovative information technologies is necessary to distinguish the region from the other ones. The driving force is to build a strong image identifying the strength of the region values. A strong brand determines the present existence and distinction on the global market.
2
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Kreowanie marek regionów za granicą przez różne grupy interesariuszy na przykładzie wybranych polskich województw

84%
Janiszewska K.
MAZOWSZE Studia Regionalne
|
2017
|
issue 21
23-33
PL
Celem artykułu jest ukazane działań oraz sposobów i zakresu zaangażowania różnego rodzaju interesariuszy w proces kształtowania marki regionu za granicą. W tym celu przeprowadzono pół ustrukturyzowane wywiady indywidualne z jednym pracownikiem każdego z wybranych pięciu biur regionalnych w Brukseli. Analizie poddano istotę i motywy kształtowania marki regionu, postrzeganie roli biur regionalnych oraz sposób zaangażowania grup interesariuszy w proces. Wyniki wykazały, że wszystkie analizowane województwa widzą potrzebę posiadania silnej międzynarodowej marki. Jest to możliwe po uprzednim zidentyfikowaniu i zbudowaniu tożsamość regionu. W procesie budowania marki zaangażowane powinny być wszystkie grupy interesariuszy. Ze względu na ograniczony czas badania i brak zgody niektórych regionów na udział w badaniu, rekomenduje się uwzględnienie w dalszych badaniach pozostałych polskich województw, a także uwzględnienie pomiarów i skuteczności prowadzonych działań z zakresu brandingu.
EN
The aim of this article is to illustrate measures as well as means and range of involvement taken by different types of stakeholders in the process of region’s branding abroad. For this purpose semi-structured individual interviews with one employee from each of five selected regional offices have been conducted in Brussels. The essence and motives of the region’s branding, the role of regional offices and the involvement of stakeholders in the whole process have been analyzed. The results of the analysis indicate that all analyzed voivodships recognize the need to possess a strong, international brand, which can be achieved after identifying and creating region’s identity. In the process of branding all groups of stakeholders should be involved. Due to the limited duration of the study and the lack of agreement of some regions to participate in it, it is recommended to consult other Polish voivodships in further studies and to analyze measurements and the effectiveness of performed actions concerning branding.
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