research and publications
on placemarketing and place branding,’ Place Branding and Public Diplomacy,
vol. 7, no. 2, pp. 91–106. http://dx.doi.org/10.1057/pb.2011.7
Gilmore, F. (2002), ‘A country-can it be repositioned? Spain – the success story
of country branding,’ The Journal of Brand Management, vol. 9, no. 4/5,
pp. 281–293. http://dx.doi.org/10.1057/palgrave.bm.2540078
Govers, R. & Go, F. (2009), Place Branding: Virtual and Physical Identities, Glocal,
Imagined and Experienced, Basingstoke: Palgrave Macmillan.
The main aim of the article is to present the relationship between urban policy and the marketing activity of the presidents of Wrocław, Wałbrzych, Legnica, and Jelenia Góra during the period of the 2014 local government election campaign. Analysis of the marketing activity of the presidents, conducted via chosen social media, enables presentation of the most important conditions and reasons for using urban policy in the competition for the support of citizens – potential voters. First, it will show that the marketing actions of a president during an election campaign are not the means of creating the image of a city but gaining the support of voters. Second, the analysis will prove that the election message constructed by presidents is based on the actions conducted in the various areas of urban policy.
with the transition to the new post-industrial information and knowledge economy.
Throughout the early 2000s Malmö, in parallel with other cities, sought to reinvent itself using tools such as placemarketing, water front development and investments in tourism and the events industry ( Dannestam 2011 ). The aim was, as in many other cities, to attract investments and new inhabitants to the city. As we know from the literature on urban renewal many of these former industrial cities are characterised by growing inequalities (cf. Schiller and Çağlar 2011 ; Fainstein
from within.” Journal of Marketing Management, 29 (9–10) (2013): 1079–1098.
Braun, E., Kavaratzis, M., Zenker, S. “My city – my brand: the different roles of residents in place branding.” Journal of Place Management and Development, 6 (1) (2013): 18–28.
Castells, M. Społeczeństwo sieci . Warszawa: PWN, 2011.
Eshuis, J., Braun, E., Klijn, E.-H. “PlaceMarketing as Governance Strategy: An Assessment of Obstacles in PlaceMarketing and Their Effects on Attracting Target Groups.” Public Administration Review , Vol. 73, Issue 3 (May/June 2013): 507
Binns, T., 2002a: Decline and Response in South Africa’s Free State Goldfields: Local Economic Development in Matjhabeng. In: Third World Planning Review, Vol. 24, pp. 249-269.
Nel E. and Binns, T., 2002b: PlaceMarketing, Tourism Promotion and Community-based Local Economic Development in Post-apartheid South Africa: The Case of Still Bay - the “Bay of Sleeping Beauty”. In: Urban Affairs Review, Vol. 32, pp. 184-208.
Nel, E. and Binns, T, 2003: Putting ’Developmental Local Government’ into Practice: The Experience of South Africa
Stefania Środa-Murawska, Jadwiga Biegańska and Leszek Dąbrowski
-2020 (Development Strategy for the Municipality of Płońsk for the Years 2015-2020 - in Polish). Warszawa: Europejski Instytut Marketingu Miejsc: BEST PLACE (Warsaw: European PlaceMarketing Institute: BEST PLACE - in Polish). Available at: http://umplonsk.bip.org.pl/pliki/umgplonsk/xxix_220_2016_strategia_2015-2020.pdf (DoA: 16.06.2017).
Strategia rozwoju gminy Nowa Sól - miasto na lata 2012-2022 (Development Strategy for the Municipality of Nowa Sól for the Years 2012-2022 - in Polish). Poznań: Lider Projekt Sp. z o.o. Available at: http
remarkable consensus about the usefulness of flagships among public and private actors involved in the process of urban regeneration. Flagship projects are perceived as visible symbols of urban renewal, powerful place-marketing tools and catalysts of regeneration ( Bianchini et al., 1992 ). There was a widely accepted view that ‘a city without a flagship did not have a regeneration strategy’ ( O’Toole & Usher 1992 : 221). The supporters of flagship projects, and in particular the so-called ‘prestigious flagship projects’ P. Loftman and B. Nevin (1995 : 300) define a