Marketing research and place image

Abstract

The paper deals with some problems of the image and identity of two towns (Brno and Zlín) as well as the whole country (Czech Republic). It starts with theoretical explanation of terms place image, identity and culture and its interrelated influences. Than own empirical marketing research of Brno image is presented and compared with theory of marketing communication, especially with the problems of place identity, unified visual style and logo.

Keywords

• image
• identity
• marketing research
• marketing communication
• unified visual style
• logo