Organization and Management: Model approach to brand implementation as a prerequisite for shaping the capital of a territorial brand

It is obvious that the implementation of a homogeneous city development strategy, one of the basic tools of which is the brand, will not be consistent with the interests of all stakeholders who have connections with a given center. The problem faced by local authorities is to find the right direction of development, which would allow them to extend the benefits to the largest possible group of recipients, but not at the cost of distinguishing the place from the closest competition. The most striking example of such a situation is the interaction between the place and local businesses, to a lesser extent, those whose geographical area of activity is only a given place and, to a greater extent, those who go out with their products and services to the national or global level.

Piotr Lutek, Model approach to brand implementation as a prerequisite for shaping the capital of a territorial brand, Scientific Quarterly „Organization and Management” 2020, Vol. 4, No. 52; s. 59–68.