Impermanence of the Visual Identity of Polish Local and Regional Governments

Abstract

The literature on place branding lacks long-term and quantitative studies on the rebranding of territorial brands. Place branding consultants recommend that they should be reviewed and refreshed approximately every decade. However, it is emphasised that rebranding is demanding for the territorial organisation, and a place brand change should be undertaken in a methodical manner. Therefore, the objective of the study is to compare this process with the theoretical postulates summarised in the literature on the subject.

Keywords

• place brand
• rebranding
• longitudinal research
• visual communication.
• b40
• m30
• h70
• z18.