Publication at Faculty of Science |
2016
Abstract
Besides goods and services marketing practices are being applied increasingly even to places. By means of one of these practices - place branding - places are made visible, their images are improved and identities enforced to attract tourists, investors, inhabitants.
However, the emerging discipline of place branding faces several problems, largely related to the nature of place. After briefly introducing and discussing the concept of place branding the paper based on literature review focuses on discussing these problems and possible ways of their solution.