Practical adaptation of place identity and brand models in social marketing approach
Keywords:
social marketing, settlement identity, settlement brand, positioning, place-brandingAbstract
The study summarizes the possible elements and the effective approaches of Place-branding based on the concept of identity. The brand-model, which can support the development of settlements and the increase of their competitiveness, postulates multi-elemental (organisational, product) and multi-level (community, company) structures. The effective solutions in the given settlements, region require convenient measurement and assessment methods, in this respect the following professional results will provide not only a theoretical, methodological frame and measurement system, but also report on an adaptation in case of an underdeveloped small region, with some focus on the tourism potentials, too. The research and adaptation confirm the applicability of the integrated social marketing approach, verifying the necessity of cooperative marketing, stakeholder management based on the cooperation of the state, local authority, entrepreneurial and civil spheres. The value and interest communities, the emerging actions and programs can create the brand structure, which can directly affect the effective utilization of the region’s development possibilities, especially in case of tourism chances.
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