Abstract
Brand identity is an essential theoretical and practical subject in place branding. It is a complex phenomenon that includes, among others, visual identity systems and design programs. One of its key elements is the logo. Places, contrary to corporations, often have a double visual identification of the brand: a coat of arms and a logo. In this matter, the authors consider the case of Poland because, after the political changes started in 1989, more than 2,400 territorial coats of arms have been adopted. At the same time, almost 1,000 logos of Local Government Units (LGU) have been developed and implemented. Although the problem of the relationship between coats of arms and territorial logos has been discussed in the Polish literature, the positions expressed tend to be postulating rather than based on empirical research. Therefore, the purpose of the article is to provide empirical data and describe the relationships between coats of arms and logos. The starting point of this research is the theory of place marketing, whose key element is the concept of place branding. The authors used content analysis as a research method to analyse the content of the logos. In the literature, it is postulated that the functions of the coat of arms and the logo are separate. In practice, the relationships between the coat of arms and the logo are much more complex. Place brand identity models should consider the coexistence of the territorial logo and the coat of arms and their parallel use.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
The names were left in the original because there are no relevant English terms recognized by specialists (Strzyżewski, 2020).
References
Aaker, David A. (1991). Managing brand equity. New York: Free Press.
Aaker, David A. (2004). Brand portfolio strategy: Creating relevance, differentiation, energy, leverage and clarity. New York: Free Press.
Aaaker, David A., & Joachimsthaler, Erich. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California Management Review, 42(4), 8–23. https://doi.org/10.1177/000812560004200401.
Adamczewski, Marek. (2014). O gminie i jej sprawach językiem symboli, czyli o informacjach zaszyfrowanych w znakach gmin wiejskich województwa łódzkiego. Zeszyty Wiejskie z. XX: 179–210.
Adams, Sean, & Noreen Morioka. (1994). Logo Design Workbook. Gloucester: Rockport.
Adamus-Matuszyńska, Anna, & Piotr Dzik. (2018). Kraj bez ludzi. Motywy graficzne w identyfikacji wizualnej polskich jednostek samorządu terytorialnego. In: Postać w kulturze wizualnej. T. 2: Obrazy i słowa, eds. Krawczyk-Łaskarzewska Anna, Alina Naruszewicz-Duchlińska, Monika Cichmińska, 129–143. Olsztyn: Katedra Filologii Angielskiej Uniwersytetu Warmińsko-Mazurskiego w Olsztynie.
Adamus-Matuszyńska, Anna, & Piotr Dzik. (2017a). Logo w komunikacji marketingowej jednostki samorządu terytorialnego. Marketing i rynek 10: 26–42.
Adamus-Matuszyńska, Anna, & Piotr Dzik. (2017b). Tożsamość wizualna polskich województw, miast i powiatów. Identyfikacja, prezentacja, znaczenie. Katowice/Toruń: Wyd. Adam Marszałek i Akademia Sztuk Pięknych w Katowicach.
Adamus-Matuszyńska, Anna, & Piotr Dzik. (2017c). Zmienność tożsamości wizualnej jednostek samorządu terytorialnego w Polsce. In: Badanie i projektowanie komunikacji 6. Tom dedykowany, eds. Grech, Michał, Annette Siemes, Mariusz Wszołek, 143–164. Wrocław: Instytut Dziennikarstwa i Komunikacji Społecznej Uniwersytet Wrocławski.
Adamus-Matuszyńska, Anna, & Piotr Dzik. (2017d). Managing silesia visual identity through regional and local logo design. Zeszyty Naukowe Politechniki Częstochowskiej Zarządzanie Nr 28 t. 2: 87–112.
Aitken, Robert; Campelo, Adriana. (2011). The four R’s of place branding.Journal of Marketing Management, 27, 9-10: 913-933. https://doi.org/10.1080/0267257X.2011.560718.
Anholt, Simon. (2005). Some important distinctions in place branding. Place Branding and Public Diplomacy, 1(2), 116–121. https://doi.org/palgrave.pb.5990011.
Anholt, Simon. (2007). Competitive identity. London: Palgrave Macmillan.
Ashworth, Gregory, & Kavaratzis, Mihalis. (2007). Beyond the logo: Brand management for cities. Brand Management, 16(8), 520–531. https://doi.org/10.1057/palgrave.bm.2550133.
Ashworth, Gregory. (2009). The instrument of place branding: How is it done? European Spatial Research and Policy, 16(1), 9–22. https://doi.org/10.2478/v10105-009-0001-9.
Ashworth, Gregory, & Kavaratzis, Mihalis. (Eds.). (2010). Towards effective place brand management. Cheltencham: Edward Elgar.
Augustyn, Anna. (2008). Kreowanie wizerunku jednostek terytorialnych w procesie rozwoju lokalnego. Białystok: BFKK.
Avis, Mark, & Henderson, Issac (2022). A solution to the problem of brand definition. European Journal of Marketing., 56, 351–374. https://doi.org/10.1108/EJM-09-2020-0700.
Ballantyne, D., & Aitken, R. (2007). Branding in b2b markets: Insights from the service dominant logic of marketing. Journal of Business and Industrial Marketing, 22(6), 363–371. https://doi.org/10.1108/08858620710780127.
Balmer John, M. T., & Greyser, S. A. (Eds.). (2003). Revealing the corporation. Perspectives on identity, image, reputation, corporate branding and corporate-level marketing. London: Routledge.
Balmer John, M. T., & Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730–741. https://doi.org/10.1108/03090560610669964.
Balmer John, M. T., & Urde, M. (2007). Corporate brands with a heritage. Journal of Brand Management, 15, 4–19. https://doi.org/10.1057/palgrave.bm.2550106.
Balmer John, M. T., & Burghausen, M. (2015). Explicating corporate heritage, corporate heritage brands, and organisational heritage. Journal of Brand Management, 22(5/6), 364–384. https://doi.org/10.1057/bm.2015.26.
Belting Hans. (2011a). An Anthropology of Images. Picture, Medium, Body. In: An Anthropology of Images. Picture, Medium, Body, Hans Belting. 9–36. Trans. T. Dunlap. Princeton: Princeton University Press.
Belting Hans. (2011b). Coat of arms and picture. Two media of the body. 62–83. In: ibid.
Benedek Istvan. (2017). Measuring place brand equity: A review of current models. Journal of Media Research, 10(1/27), 42–57. https://doi.org/10.24193/jmr.27.5.
Berelson, Bernard. (1952). Content analysis in communication research. New York: Free Press.
Berger, Jonah A., & Heath, Chip. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal Consumer Research, 34(2), 121–134. https://doi.org/10.1086/519142.
Beyrow Matthias, & Constanze Vogt. (2015). Städte und Ihre Zeichen. Identität, Strategie, Logo. Stuttgart: avedition.
Boisen, Martin, Terlouw, Kees, Groote, Peter, & Couwenberg, Oscar (2018). Reframing place promotion, place marketing, and place branding – moving beyond conceptual confusion. Cities, 80, 4–11. https://doi.org/10.1016/j.cities.2017.08.021.
Cai, Liping (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720–743. https://doi.org/10.1016/S0160-7383(01)00080-9.
Campelo, Adriana. (2017). The state of-the-art.: from country-of-origin to strategies for economic development. In: Handbook on Place Branding and Marketing, ed. Adriana Campelo, 3–21. Cheltenham: Edward Elgar.
Chomicki, Antoni. (1939). Herby miast i ziem polskich. Warszawa: Wydawca czasopisma “Archiwum Heraldyczne”.
Convery, Ian, Corsane, Gerard, & Davies, Peter. (2012). Making sense of place. Multidisciplinary perspectives. Martlesham: Boydell Press.
Davis, Norman. (1998). Europa. Rozprawa historyka z historią. Kraków: Znak.
Diacov, Olga, & Percinschi, Olga. (2016). The role branding for the country image creation and promotion. Vector European. Revista Ştiinţifică Nr., 1, 63–76.
Duczkowska-Piasecka, Małgorzata. (2013). Marketing terytorialny. Jak podejść do rozwoju z korzyścią dla wszystkich. Warszawa: Difin.
Evamy, Michael. (2008). Logo. Trans. Gwis, E., Warszawa: PWN.
Faroudi, Pantea, Melewar, T.C, Suraksha, Gupta. (2017). Corporate logo: History, definition, and components. International Studies of Management and Organization, 47(2), 176–196. https://doi.org/10.1080/00208825.2017.1256166.
Florek, Magdalena, Insch, Aandrea, & Gnoth, Juergen. (2006). City Council websites as a means of place brand identity communication. Place Branding, 2(4), 276–296. https://doi.org/10.1057/palgrave.pb.6000036.
Florek, Magdalena; Karolina Janiszewska. (2013). Defining place brand identity: methods and determinants of application. AКTУAЛЬHI ПPOБЛEMИ EКOHOMIКИ No12(150) / ACTUAL PROBLEMS OF ECONOMICS #12(150), 543–553.
Foroudi Pantea, Chiara Mauri, Charles Dennis, & T.C. Melewa. (2020). Place branding. Connecting tourist experiences to places. Introduction. In: Place branding. Connecting tourist experiences to places. New York: Routledge.
Foss, Sonja. (2018). Rhetorical Cricicism. Exploration and Practice. Long Grove: Waveland Press.
Gaski, John. (2020). A history of brand misdefinition—with corresponding implications for mismeasurement and incoherent brand theory. Journal of Product and Brand Management., 29(4), 517–530. https://doi.org/10.1108/JPBM-11-2018-2124.
Gertner, David. (2011). Unfolding and configuring two decades of research and publications on place marketing and place branding. Place Branding and Public Diplomacy, 7(2), 91–106. https://doi.org/10.1057/pb.2011.7.
Geuens, Maggie, Wijters, Be., & De Wulf, Kristof. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26, 97–107. https://doi.org/10.1016/ijresmar.2008.12.002.
Glińska, Ewa. (2016). Budowanie marki miasta. Koncepcje, warunki, modele. Warszawa: Wolters Kluwer.
Goretti Feijo de Almeida Giovanna, & Valeria Casaroto Feijo. (2019). Place branding in Latin America and Europe: The case of Brazilian and Portuguese brands. Brand Trends Journal OUTUBRO, 28–47.
Govers, Robert, & Frank Go. (2009). Place branding. Glocal, virtual and physical identities, constructed, imagined and experienced. New York: Palgrave MacMillan.
Górzyński, Sławomir, Ed. (2018). Rocznik Polskiego Towarzystwa Heraldycznego Nowej Serii, Tom XVII (XXVIII).
Grandi, Roberto. (2015). Bologna city branding project. e-Revista LOGO, 4(1), 1–20. https://doi.org/10.26771/e-revista.logo/2015.1.01.
Green, Amelia, Grace, Debra, & Perkins, Helen. (2016). City branding research and practice: An integrative review. Journal of Brand Management, 23(3), 252–272. https://doi.org/10.1057/bm.2016.8.
Hakala, Ulla, Sjöblom, Paula, & Kantola, Satu-Paivi. (2015). Toponyms as carriers of heritage: Implications for place branding. Journal of Product and Brand Management, 24(3), 263–275. https://doi.org/10.1108/JPBM-05-2014-0612.
van Ham, Peter (2008). Place branding: The state of the art. The ANNALS of the American Academy of Political and Social Science, 616, 126–149. https://doi.org/10.1177/0002716207312274.
Hankinson, Graham. (2015). Rethinking Place Branding Construct. In: Rethinking Place Branding. Comprehensive Brand Development for Cities and Regions, eds. Michalis Kavaratzis, Gary Warnaby and Gregory J. Ashworth, 13–31. Cham: Springer.
Hanna, Sonya, & Rowley, Jennifer. (2007). An analysis of terminology use in place branding. Place Branding and Public Diplomacy, 4, 61–75. https://doi.org/10.1057/palgrave.pb.6000084.
Hao, A. W., Paul, J., Trott, S., Guo, C., & Wu, H.-H. (2021). Two decades of research on nation branding: A review and future research agenda. International Marketing Review, 38(1), 46–69. https://doi.org/10.1108/IMR-01-2019-0028.
Harvey, David. (2001). From managerialism to entrepreneurialism: the transformation in urban governance in late capitalism. In: Spaces of Capital. Towards a Critical Geography. David Harvey, 345–368. New York: Routledge.
Hashim, Alamira Reem Bani. (2017). Urban Design and the Entrepreneurial City. In: Advertising and Branding: Concepts, Methodologies, Tools, and Applications, ed. Mehdi Khosrow-Pour, 204–227. Hershey: IGI Global.
Heraldyka miejska (Eng. Municipal Heraldry). (2009). In: Polonia Maior—fontes (on-line database & research project). https://www.wbc.poznan.pl/dlibra/publication/103065/edition/114233/content. Accessed 27 June 2020.
Hunt, Shelby D. (2015). Marketing theory. Foundations, controversy, strategy, resource-advantage theory. London and New York: Routledge.
Jałowiecki, Bogdan. (2010). Społeczne wytwarzanie przestrzeni. Warszawa: Scholar.
Järlehead, Johan. (2020). Alphabet city: orthographic differentiation and branding in late capitalist cities. https://doi.org/10.13140/RG.2.2.36296.26886. Accessed: 20.06.2020.
Jivén, Gunila, & Larkham, Peter J. (2003). Sense of place, authenticity and character: A commentary. Journal of Urban Design., 8(1), 67–81. https://doi.org/10.10180/1357480032000064773.
Jorgensen, Lars Hemming. (2009). The city of Sheffield. In: Brand Identity Now! Ed. Julius Wiedemann, 100–108. Koln: Taschen.
Kalandides Ares, Mihalis Kavaratzis. (2009). From place marketing to place branding—and back: a need for re-evaluation. Journal of Place management and Development, 2(1). https://doi.org/10.1108/jpmd.2009.35502aaa.001.
Kaneva, Nadia, & Delia Popescu. (2011). National identity lite. Nation branding in post-Communism Romania and Bulgaria. International Journal of Cultural Studies, 14(2), 191–207. https://doi.org/10.1177/1367877910382181.
Kapferer, J.-N. (2008). The new strategic brand management. Kogan Page.
Kaufmann, Hans Ruediger, & Susanne Durst. (2008). Developing inter-regional brands. EuroMed Journal of Business, 3(1), 38–62. https://doi.org/10.1108/14502190810873812.
Kavaratzis, Mihalis, & Hatch, Mary J. (2013). The dynamics of place brands: An identity based approach to place branding theory. Marketing Theory, 13(1), 69–86. https://doi.org/10.1177/1470593112467268.
Khlebnikova, S.A. (2013). Subject-Oriented Model of Territory Branding. Fundamental Research No.8 (part1): 164–167 (Xлeбникoвa C.A. Cyбъeктнo-Opиeнтиpoвaннaя Moдeль Paзpaбoтки Бpeндa Teppитopии “Фyндaмeнтaльныe иccлeдoвaния” № 8 (чacть 1) – c. 164–167. Abstract in English: p. 164).
Kim, M. J., & Lim, J. H. (2019). A comprehensive review on logo literature: Research topics, findings, and future directions. Journal of Marketing Management, 35(13–14), 1291–1365. https://doi.org/10.1080/0267257X.2019.1604563.
Kiryluk, Halina, Glińska, Ewa, & Barkun, Yauheniya. (2020). Benefits and barriers to cooperation in the process of building a place’s brand: Perspective of tourist region stakeholders in Poland. Oeconomia Copernicana, 11(2), 289–307. https://doi.org/10.24136/oc.2020.012.
Kotler, Philip, Gertner, David. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management 9(4),: 249–261. https://doi.org/10.1057/palgrave.bm.2540076.
Krebs, Melanie. (2015). From cosmopolitan Baku to tolerant Azerbaijan—Branding “The Land of Fire. Identity Studies, 6, 110–129.
Kumar, N., & Panda, R. K. (2019). Place branding and place marketing: A contemporary analysis of the literature and usage of terminology. International Review on Public and Nonprofit Marketing, 16, 255–292. https://doi.org/10.1007/s12208-019-00230-6.
Lindstrom, Martin. (2005). Brand sense: Build powerful brands through touch, taste, smell, sight and sound. New York: Free Press.
Löw, Martina. (2016). The Sociology of Space. Materiality, Social Structures, and Action. Trans. D. Goodwin. New York: Palgrave Macmillan.
Löw, Martina. (2018). Socjologia przestrzeni. (German edition—2001), Warszawa: Wydawnictwo Uniwersytetu Warszawskiego.
Lucarelli, Andrea, & Berg, Per Olof. (2011). City branding: A state-of-the-art review of the research domain. Journal of Place Marketing and Development, 4(1), 9–27. https://doi.org/10.1108/17538331111117133.
Lucarelli, Andrea, & Brorström, Sara. (2013). Problematising place branding research: A meta-tehoretical analysis of the literature. The Marketing Review, 13(1), 65–81. https://doi.org/10.1362/146934713X13590137826.
Lucarelli, Andrea, Cassinger, Cecilia, & Ågren, Karin. (2021). Continuity and discontuity in the historical trajectory of the commercialising of cities: Storytelling Stockholm 1900–2020. Business History. Published online: 26 Sep. 2021. https://doi.org/10.1080/00076791.2021.1979517.
Ma, W., Schraven, D., de Bruijne, M., de Jong, M., & Lu, H. (2019). Tracing the Origins of place branding research: A bibliometric study of concepts in use (1980–2018). Sustainability, 11, 2999. https://doi.org/10.3390/su11112999:1-20.
Manning, Paul. (2010). The semiotics of brand. Annual Review of Anthropology, 39. https://doi.org/10.1146/annurev.anthro.012809.104939.
Matlovičová, Kvetoslava. (2010). Place branding as a useful tool of place competitiveness. Acta Universitatis Palackinae Olomucensis—Geographica, 41(1), 5–14.
Michelet, Jacques Felix, & Frederic Giraut. (2014). Construction of a place brand. The Valais brand or the virtues and risks of place branding. Journal of Alpine Research/Revue de geographie alpine”, 102–1, 1–16. https://doi.org/10.4000/rga.2153.
Mitchell, J. W. T. (2006). What do picture want? The lives and loves of images. Chicago: The University of Chicago Press.
Moilanen, Teemu, & Rainisto, Seppo. (2009). How to brand nations, cities and destinations. A planning book for place branding. Basingstoke: Palgrave Macmillan.
Mollerup, P. (2013). Marks of excellence. 2nd ed. London: Phaidon Press.
Muratovski, G. (2012). The role of architecture and integrated design in city branding. Place Branding and Public Diplomacy, 8, 195–207. https://doi.org/10.1057/pb.2012.12.
Norberg-Schulz, Christian. (1979). Genius loci. Towards a phenomenology of architecture. New York: Rizzoli.
Oguztimur, Senay, & Akturan, Ulun. (2015). Synthesis of city branding literature (1988–2014) as a research domain. International Journal of Tourism Research, 18(4), 357–372. https://doi.org/10.1002/jtr.2054.
Pogorzelski, Jacek. (2012). Praktyczny marketing miast i regionów. Warszawa: Wolters Kluwer.
Pompe, Andrej (2017). City brand in the eyes of values. Advances in Business-Related Scientific Research Journal, 8(1), 9–22.
Popescu, Gabriela Virginia. (2017). From Local to Global with City Branding. Ecoforum 6, 1(10), http://www.ecoforumjournal.ro/index.php/eco/article/view/515. Accessed 20 June 2020.
Raganowicz, K., & Smalej, O. (2018). Symbols of the city of lublin in the perception of its inhabitants in light of quantitative and qualitative research. Annales universitatis mariae curie-skłodowska lublin—polonia. Sectio—HVol. LII, 5, 67–80.
Rodkin, P.E. (2017). The Problem of Sense and Visual-Graphic Reproduction of Heraldics In The Modern Territorial Brand-Identification. Decorative Art and environment. Gerald of the MGHPA No. 3: 270–288 (Poдькин, П.E. Пpoблeмa cмыcлoвoгo и визyaльнo-гpaфичecкoгo вocпpoизвoдcтвa гepaльдики в coвpeмeннoй тeppитopиaльнoй бpeнд-идeнтификaции “Дeкopaтивнoe иcкyccтвo и пpeдмeтнo-пpocтpaнcтвeннaя cpeдa. Becтник MГXПA” No. 3 c. 270–288. Abstract in English: p. 270).
Rose, Gillian (2001). Visual methodologies. Sage.
Rudolf, Wawrzyniec. (2016). Marketing terytorialny w ujęciu relacyjnym, Łódź: Wyd. Uniwersytetu Łódzkiego.
Rudolf, Wawrzyniec, & Wrześniewska-Szymańska, Agata. (2018). Herby i logotypy małych miast—bliżej tradycji czy współczesności. Space-Society-Economy, 24, 59–74. http://dx.doi.org/10.18778/1733-3180.24.04.
Ruvio, Ayalla. (2008). Unique like everybody else? The dual role of consumers’ need for uniqueness. Psychology and Marketing, 25(5), 444–464. https://doi.org/10.1002/mar.20219.
Rychter, Krzysztof. Zbigniew Chmielewski, and Dariusz Tworzydło. (2012). Tożsamość wizualna. Znak, system, wizerunek. Rzeszów: Newsline.
Schmitt, Bernard, and Simonson, Alex. (1997). Marketing Aesthetics. The Strategic Management of Brands, Identity and Image. New York: Free Press.
Silva Da, Carlos Marques. (2018). Geodiversity and sense of place: local geological elements in portuguese municipal heraldry. Geoheritage, 11, 949–960. https://doi.org/10.1007/s12371-018-00344-z.
Skinner, Helen. (2011). In search of genius loci: The essence of a place brand. The Marketing Review, 11(3), 281–292. https://doi.org/10.1362/146934711X589471.
Skupieński, Krzysztof. (2017). Polska heraldyka samorządowa od 1987 r.—między umacnianiem świadomości historycznej a wymogami public relations. Rocznik Polskiego Towarzystwa Heraldycznego nowej serii t. XVI (XXVII), 73–83.
Strzyżewski, Wojciech. (1999). Treści symboliczne herbów miejskich: na Śląsku, Ziemi Lubuskiej i Pomorzu Zachodnim. Zielona Góra: Wydawnictwo WSP w Zielonej Górze.
Strzyżewski, Wojciech. (2005). Uwagi o identyfikacji wizualnej samorządów w województwie lubuskim Studia Lubuskie: prace Instytutu Prawa i Administracji Państwowej Wyższej Szkoły Zawodowej w Sulechowie 1, 23–30.
Strzyżewski, Wojciech. (2016). Poza heraldyczną funkcją herbu. In: Znaki i symbole w przestrzeni publicznej, ed. Jaworska, Aleksandra, Robert Jop and Katarzyna Madejska, 21–26. Warszawa: DiG.
Starzyński, Marcin (2018). Signs of urban identity in medieval and early modern times: Cracow—Kazimierz—Kleparz (the 13th—18th Centuries). Zapiski Historyczne LXXXIII, 4, 765–780.
Strzyżewski, Wojciech, (2020). Individual deepen interview 01.07.2020.
Suchodolska, Mira. (2018). Herb czy logo, a może jedno i drugie. Dziennik – Gazeta Prawna, 23–25 March.
Szromnik, Andrzej. (2016). Miasto i region na rynku, Warszawa: Wolters Kluwer.
Szymkiewiecz-Wnęk, Jadwiga. (2020). Individual Deepen Interview, 19.02.2020 Chrzanów.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50–66. https://doi.org/10.1086/321947.
Trubina, Elena. (2006). Between refeudalization and new cultural politics: The 300th Anniversary of St. Petersburg. In: Negotiating Urban Conflicts. Interaction, Space and Control, eds. Berking, Helmuth, Sybille Frank, Lars Frers, Martina Löw, Lars Meier, Silke Steets, and Sergej Stoetzer, 155–166. Bielefeld: transcript.
Trukchachev, Alexander. (2017). New Approach to Regional Branding through Green Production and Utilization of Existing Natural Advantages. In: Advertising and Branding... op. cit: 1758–1778.
Vanolo Alberto. (2017). City branding. The ghostly politics of representation in globalising cities. New York: Routledge.
Vela, Jordi de San Eugenio. (2013). Place Branding: A conceptual and theoretical framework. Boletin De La Asociacion De Geógrafos Españoles No., 62, 467–471.
Vizgalov, Denis. (2011). City Branding, Moscow (Bизгaлoв, Дeниc Бpeндинг Гopoдa, Инcтитyт Экoнoмики Гopoдa, Moscow. Summary in English: 156).
Vorbinger, Anne. (2020). Berlin’s got a brand new bear. www.berliner-zeitung.de/en/berlins-got-a-brand-new-bear-li.101660. Accessed 17.07.2022.
Vuignier, Renaud. (2017). Place branding & place marketing 1976–2016: A multidisciplinary literature review. International Review on Public and Nonprofit Marketing, 14, 447–473. https://doi.org/10.1007/s12208-017-0181-3.
Weichhart, P., Weisske, C., & Werlen, B. (2006). Place Identity und Images. Universität Wien.
Wheeler, Alina. (2018). Designing brand identity, 5th ed. John Wiley & Sons.
Wilson, R., Gilligan, M. S., Pearson, C., & David, J. (1992). Strategic marketing management. Oxford: Butterworth-Heinemann.
Wilson, Rick T. (2017). Transforming history into heritage: Applying corporate heritage to the marketing of places. Journal of Brand Management, 25, 351–369. https://doi.org/10.1057/s41262-017-0087-8.
Widłak Barbara. (2013). Figury zaszczytne i uszczerbione 2+3D (Internet edition: 24.01.2013) https://www.2plus3d.pl/artykuly/figury-zaszczytne-i-uszczerbione-o-projektowaniu-herbow. Accessed 01 March 2020.
Wiszowaty, Marcin. (2013). Na straży heraldycznej poprawności. Organy władzy i organy doradczo-opiniodawcze właściwe w sprawach heraldyki samorządowej w Polsce na tle innych krajów europejskich. In: Prawo naszych sąsiadów. Tom 1: Konstytucyjne podstawy budowania i rozwoju społeczeństwa obywatelskiego w Polsce i na Ukrainie, eds. Szapował, Wołodymyr, Petro Steciuk, Krzysztof Eckhardt, and Wiesław Skrzydło, 325–353. Rzeszów: WSPiA.
Włoszczyński, Andrzej, Ludwik. (2016). Rozdzielenie funkcji znaków. In: Wizerunek miasta. Co, jak, dlaczego, eds. Tyliszczak, Jan, Jacek and Andrzej Ludwik Włoszczyński, 77–79. Będzin: e-bookowo.
Yazdanpanah, S. M., R., Sajadzadeh H., & Rafieian M. (2019). Developing a conceptual model for place branding: A review of theoretical literature, Bagh- e Nazar, 16 (71):19–34. Persian Translation of This Paper Entitled: تبیین مدل مفهومی برندسازی مکان: مروری بر ادبیات نظری is Also Published in This Issue of Journal. https://doi.org/10.22034/bagh.2019.86870.
Zaluksne, V., & Rivza, B. (2012). Place’s image in latvia and pecularities of its perception in the context of place marketing. Economic Science for Rural Development, 28, 119–125.
Zenker, S., & Braun, E. (2017). Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management. Journal of Place Management and Development., 10(3), 270–287. https://doi.org/10.1108/JPMD-04-2016-0018.
Znamierowski Afred. (2017). Heraldyka i weksylologia, Warszawa: Wydawnictwo Arkady.
Zwolak, S. (2017). Używanie i ochrona symboli jednostek samorządu terytorialnego, “Zeszyty Naukowe Uniwersytetu Rzeszowskiego. Seria Prawnicza” Zeszyt 97. Prawo, 21, 150–162. https://doi.org/10.15584/znurprawo.2017.21.
Internet Sources
Studio Otwarte (2013), Facebook post: https://www.facebook.com/studiootwarte/photos/a.485050631549892/581141605274127/?type=3&theater. Accessed 16.04.2020.
Fox-Davies, Arthur Charles.2012. A Complete Guide to Heraldry.
https://www.gutenberg.org/files/41617/41617-h/41617-h.htm. Accessed 24.06.2020.
Komisja Heraldyczna. (2000). https://www.gov.pl/web/mswia/komisja-heraldyczna. Accessed 01 May 2020.
Cited Interviews
Wolny, Maciej. (2020). individual deepen interview, 16.04.2020.
Widłak Barbara. (2020b). individual deepen interview, 16.04.2020b.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Adamus-Matuszyńska, A., Dzik, P. (2023). Double Visual Identity of the Place Brand: Coat of Arms and Logo. The Case of Poland. In: Soares, A.M., Casais, B. (eds) Uniting Marketing Efforts for the Common Good—A Challenge for the Fourth Sector. IAPNM 2022. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-29020-6_6
Download citation
DOI: https://doi.org/10.1007/978-3-031-29020-6_6
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-29019-0
Online ISBN: 978-3-031-29020-6
eBook Packages: Business and ManagementBusiness and Management (R0)