Polish Functional Urban Areas: fundamental barriers to place branding

What distinguishes Functional Urban Areas (FUAs) from other units is the fact that they consist of smaller municipalities that work together and, collectively, are spatially continuous. Thus, reconciling separate entities and creating a common brand becomes a much more complex issue than for individ...

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Bibliographic Details
Published in:Place branding and public diplomacy 2024-03, Vol.20 (1), p.76-85
Main Author: Matwiejczyk, Anna
Format: Article
Language:English
Subjects:
Brand management
Business and Management
Corporate Communication/Public Relations
Diplomacy
Marketing
Municipalities
Original Article
Political Science and International Relations
Urban areas
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Summary:What distinguishes Functional Urban Areas (FUAs) from other units is the fact that they consist of smaller municipalities that work together and, collectively, are spatially continuous. Thus, reconciling separate entities and creating a common brand becomes a much more complex issue than for individual territorial units. Consequently, they also face greater barriers. This article aimed to identify categories of barriers to the adaptation of place branding by Polish FUAs, particularly in the light of the new perspective for 2021–2027, with the use of the strategies of Integrated Territorial Investments (ITI). The research included 12 In-Depth Interviews, which were conducted among staff representing FUAs in Poland, supported by desk research—the analysis of ITI strategies. Such analysis will allow new and under-developed FUAs to support their development in terms of territorial branding. This will help FUAs to identify existing barriers in their specific cases and implement future brand-related activities.
ISSN:1751-8040
1751-8059
DOI:10.1057/s41254-022-00268-0