Piotr Dzik

Research Purpose. The objective of this article is to delineate the conceptual and operational parameters of 'employer branding' within the context of research in private universities in Poland, i.e. Higher Educational Institutions (HEIs), through the lens of sustainable university management. The study has an exploratory purpose. Design/Methodology/Approach. The research assumptions were developed based on the analysis of secondary sources. A quantitative method was used, consisting of a CAWI survey and direct, paper-based interviews. The sample size was determined based on the number of all 19 private academic universities in Poland at the time that were invited to participate in the study. Quantitative research was conducted from 2019 to 2022. The results were additionally verified using qualitative methods, observing the websites of private universities and five personal study visits. The qualitative research was conducted from October 2022 to June 2023. Findings. A prevalent trend observed across all categories evaluated in the empirical investigations presented in the article permits the formulation of the assumption that respondents exhibit an absence of a definitive opinion regarding the issue of university employer branding. Originality/Value/Practical Implications . The utilisation of employer branding as a contemporary instrument for the dissemination of an organisation's image is attributable to the limited propagation of this concept and its associated elements within the market milieu. This concept represents a relatively novel area of investigation, necessitating more intensive exploration. The research conducted facilitated the delineation of various aspects concerning both the external and internal representation of private academic universities' public image. Concurrently, new exploratory domains emerged.

Research purpose.: 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. Design / Methodology / Approach.: The research method used was visual content analysis. The collected data were verified by individual interviews with representatives of local governments. The authors have been conducting a research project on Polish local and regional governments since 2011. Therefore, it is possible to summarise the changes, modifications, and rebranding of Polish territorial brands in the period 2011-2023. The queries were conducted regularly in the years 2011-2024 (the end date was the day of local government elections in Poland on April 7, 2024). Findings.: More than 250 logos have been withdrawn or replaced, and approximately 100 have never been implemented. Research confirmed that the number of changes is large (more than 30% of logos have been replaced by new ones), but it is difficult to determine one or even the dominant cause of such serious organisational changes. Originality / Value / Practical implications.: A review of the literature allows us to draw a conclusion about the lack of long-term research on the functioning and changes of the content of logos practised by places. Therefore, a 10-year study on the population of all local government units in Poland provides data that supports the development of territorial branding theory and allows analytical support for territorial rebranding processes. The research discussed is significant because it reveals, first, the frequency of changes and, second, the difficulty in defining the causes of these changes.

Research purpose. The purpose of the research project was to evaluate the status of place branding as a scientific discipline and to check whether this concept has been concretised during exploration and articulation. An additional objective was to check the theoretical status of place brands. Design / Methodology / Approach. The study used an approach based on the analysis of 'place brand' models developed in the literature since models are central to the scientific procedure. These models were then confronted with the empirical observations of the authors using the Flexible Pattern Matching (FPM) method. Findings. A consulting and practical approach is noticeable, especially in the ever-new 'process models' (how to create and manage 'place brand'); moreover, these models are scientifically insignificant and practically unworkable. Descriptive models (what a 'place/territorial brand' is) do not reveal signs of concretisation. There is undoubtedly a phenomenon of 'forcing' empirical data. Originality / Value / Practical implications. Based on the analyses done, it can be concluded that none of the examined models meets the requirements of lawlike generalisations. In the practice of place branding, carried out by territorial units, the only common element is the usage of the name and logo of the place. It can also be argued that the basic concept of 'place brand' is poorly defined. The research method used (FTM) has not been applied in the analysis of place brands so far; however, the examination done in this article proves its usefulness.

The article is the result of empirical research undertaken by the authors. Research is based on the study of the content of the logos of local government units (LGU). The authors compare these signs by stating the existence or nonexistence, indicating the same or similar visual elements in the content of the logo, in order to consequently indicate the specificity of the visual identity of cities, municipalities of two voivodeships, Wielkopolska and Silesia. The aim of the research is to discuss the specificity of the visual identification systems of these voivodeships. The starting point for considerations are theories of territorial marketing and place branding, which seek to understand the importance of promotion in building the identity of a place. For the purposes of the research, the content of 122 out of 258 LGUs in the Wielkopolska Voivodeship and 104 out of 185 entities in the Silesia Voivodeship were analyzed, i.e., all that by 30.06.2022 were confirmed by the authors as operating in public and virtual space, which makes that the studied sample is equal to the studied population. The analysis used the typology developed by the authors during previous research on the visual identity of local government units, and then the comparative analysis method based on comparable interpretation criteria was applied. In conclusion, the authors draw conclusions regarding the specificity of the visual presentation of two voivodeships as territorial brands. Artykuł ma charakter empiryczny. W oparciu o badanie treści logo jednostek samorządu terytorialnego (JST) autorzy porównują znaki, by w konsekwencji wskazać specyfikę tożsamości wizualnej miast, gmin i powiatów dwóch województw – wielkopolskiego i śląskiego. Punktem wyjścia rozważań są teorie marketingu i brandingu terytorialnego, które poszukują zrozumienia znaczenia promocji w budowaniu tożsamości miejsca. Dla potrzeb badań dokonano analizy treści zidentyfikowanych w procesie badawczym logo gmin, miast i powiatów – 122 w województwie wielkopolskim oraz 104 w województwie śląskim. Badana próba równa się badanej populacji. Do analizy wykorzystano typologię opracowaną przez autorów, by następnie zastosować analizę porównawczą. W podsumowaniu autorzy wnioskują o tożsamości wizualnej województw jako marek terytorialnych.

Advertising is one of the commonly visible elements of the urban landscape (real and virtual). It also does not require proof that advertisements of cities as such are also part of their “cityscape.” Since at least the nineteenth century, cities have advertised themselves as attractive places to live, visit, or do business. Therefore, the following research question can be asked: How do Polish cities present themselves in advertisements one can find in the landscape? The study assumes that each advertisement should clearly identify the sender and indicate its specific characteristics, distinguishing itself from its competitors. Polish cities began to use logos and slogans as a mecha­nism of description and distinction after 1990, when socioeconomic changes started. There are quite a few studies on this activity, but most of them are single case studies. Therefore, the authors decided to examine a relatively large sample of Polish cities, which allows for statistical analysis. Analysis of the logo and slogan content allows the authors to examine the desired image or the projected identity of Polish cities. The methods were chosen because they admit qualitative and quantitative analysis, especially when there is a sufficiently large sample. Therefore, the survey covered all towns and cities with more than 20,000 inhabitants in Poland. There are 218 such towns in total. The analysis was carried out in the first half of 2021. In conclusion, the authors find that the advertising of Polish cities is embedded in the past, promotes resources (substance), sometimes geographical location, but rarely refers to famous characters and human potential. And such a picture of these cities one may find on outdoor advertisements, which sometimes produce dissonance when accompanying modern buildings or new transport solutions in the city.

Developing a coherent and comprehensive brand of a country is of vital importance for a destination in the contemporary global world. There seems to be a recognizable gap in the literature regarding the application of visual signs practiced in country branding. The subject of the study: The research identifies the logos of the European Union countries used in place branding. The purpose of the study is the exploration of the logo content from the senders’ perspective, i.e., the structures and organizations responsible for the country branding. There are many reasons why logos are used in place branding practice. The authors decided to focus on the logo as a form of controlled and projected message communicated via media and ICT. Cognitive gap: The research conducted so far has focused on the reception of logos by the recipients. The presented research attempts to examine the visual message contained in logos from the senders’ perspective. Research methods and data collection techniques: The content analysis method was used to study the visual identity of the countries. The authors collected logos and scrutinised them using Beyrow and Vogt as well as Mollerup’s taxonomy. The results of the study illustrate how governmental institutions, which are responsible for country branding, portray countries using visual identity on the Internet, social media, and their own media.

The starting point of the presented research is the theory of destination marketing, in which the concept of destination branding is the key element. Destination branding models include the idea of visual brand identity, which includes the logo as a crucial element. Since the 1980s, the concept of sustainable development has shaped the society and global economy, including tourism. Tourists are increasingly guided by the analysis of the tourist area in terms of the importance of nature and the possibility of spending free time responsibly. They look for a sustainable tourist offer. Therefore, the aim of this work is to evaluate the tourist offers of Polish territorial units in terms of visual message—logo and its content, and to examine whether they comprise design components that reveal the sustainable development of the destination. The research method was content analysis of promotional signs. Sustainable development in tourism focuses on three pillars: nature, responsible tourist activity, and the historical remains protected in a sustainable way. The authors search for such images in the logos. In the conclusion, the authors summarize that elements of nature and historical heritage are strongly present in the logos, which does not mean that the tourist offer is a balanced offer.