Abstract
Today in the Baltic Sea region, territorial marketing plays a substantial role both for tourist attraction and local young families, a quality workforce and students’ retention to the region, which is not easy due to the wide scope of work and travel opportunities in the European Union Member States. Territorial marketing aims to increase the prestige of a territory by attracting local and foreign subjects to the territory by creating an expressive image, maximal use of the territory’s natural, material and technical as well as financial, labour and social resources. The Baltic Sea region countries have a lot in common: historical heritage of Soviet Union influence until 1991, which has left its impact both on their architecture, city planning and on peoples’ mentality; joining the European Union in 2004 and since then struggling with common market side effects that force these countries to look for new ways to sustain their regional competitiveness. The current research focuses on exploring the experience of territorial marketing use in four Baltic Sea region port cities: Parnu (Estonia), Ventspils (Latvia), Klaipeda (Lithuania) and Szczecin (Poland). The research aimed to compare the territorial marketing approaches used in the four Baltic Sea region port cities and specifics of brand positioning for the cities. In the research work, desk study and the comparative method were applied to aggregate and interpret secondary data on the four cities’ development trends. Analysis and synthesis methods were applied to investigate the elements of territorial marketing.
Highlights
Today the Baltic Sea region countries Poland, Latvia, Estonia and Lithuania alongside with other European Union (EU) Member States enjoy common market privileges that have become available for these countries since 2004 when they all became full members of the EU
The aim of the research was to compare the territorial marketing approaches used in the four Baltic Sea region port cities – Parnu (Estonia), Ventspils (Latvia), Klaipeda (Lithuania) and Szczecin (Poland) and specifics of brand positioning for the cities
After an analysis of territorial marketing elements, the authors conclude that Klaipeda, Parnu, Ventspils and Szczecin all have created their unique and original city brand images
Summary
Today the Baltic Sea region countries Poland, Latvia, Estonia and Lithuania alongside with other European Union (EU) Member States enjoy common market privileges that have become available for these countries since 2004 when they all became full members of the EU. Alongside with new market opportunities, these countries were exposed to many negative side effects, e.g. the so called brain-drain of the young generation, which has had most dramatic consequences in Latvia and Lithuania and less dramatic, still notable in Poland and Estonia. The aim of the research was to compare the territorial marketing approaches used in the four Baltic Sea region port cities – Parnu (Estonia), Ventspils (Latvia), Klaipeda (Lithuania) and Szczecin (Poland) and specifics of brand positioning for the cities. The research object was territorial marketing activities in the Baltic Sea region countries and the research subject was brand positioning for the cities of Parnu, Ventspils, Klaipeda and Szczecin
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