| Abstract [eng] |
The competition between the various parts of the world started because of increasing globalization. Many cities in the world, more or less compete with each other and seek to show the best economic, political, cultural, social and other aspects. In order to create and maintain a positive attitude the place brand becomes area‘s identity and image. Decisions of place brand creation becomes increasingly important. Place brand is important not only for image formation to the outside, but also for the disclosure of the values, provision and reputation of those who live in the area. Recent research (Ashworth & Kavaratzis, 2007; Hankinson, 2009; Hanna & Rowley, 2007, 2011; Hsu & Cai, 2009; Braun, Kavaratzis & Zenker, 2013), shows that decisions of place brand creation has significant impact on positive place brand formation. Positive image of place brand helps to attract investors and visitors from various countries, raises local residents pride, helps to stand out from competetive areas and shows strenghths in economic, cultural, social point of view. It shows the relevance and practical meaning of the chosen subject. |
