DESIRED DIMENSIONS OF PLACE BRAND PERSONALITY, INCLUDED IN ADVERTISING SLOGANS OF POLISH TOWNS/CITIES

Abstract

Cities compete to attract and retain residents, entrepreneurs and visitors. In order to achieve the competitive advantage local authorities use different concepts connecting with the process of branding in city management. One of them is brand personality which is treated as a very important component of the brand identity. The aim of this paper is to determine to what extent the content of an advertising slogan is linked to the town/city brand personality traits considered desirable by representatives of the local authorities of small and medium-sized cities in Poland. The study was based on a survey conducted on a sample of 220 cities and towns in Poland. The survey was made among managers dealing with promotion in the municipal offices in order to identify their desired brand personality traits of the city, in the design of which they were involved. It was proved that the association between the advertising slogan content and the set of declared personality traits describing a town/city exists regardless of the size of the town/city. In addition the degree of association between the slogan and the set of features describing desired town/city brand personality was estimated. It was indicated, that the attributes that were most commonly used in slogans usually belonged to the combination of the dimensions of excitement – competence – sincerity. Conclusions from the research might be useful in developing the strategy of promotion of the city, and – more narrowly – in the creation of a promotional slogan being the shortest expression of the city brand identity. DOI: http://dx.doi.org/10.5755/j01.em.19.3.8375