Region Morza Bałtyckiego jako marka na rynku globalnym
Baltic Sea region as a brand on the global market
Author(s): Marek GrzybowskiSubject(s): Economy
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: Baltic Sea Region; nation brand; Baltic sea identity
Summary/Abstract: The paper presents activities aimed to create a common brand identified of the Baltic Sea Region (BSR). A macroeconomic analysis of the BSR is presented as well as positions of the region’s countries in global rankings: BrandFinance® Nation Brands 100 and The 2012 Legatum Prosperity Index are presented. The author gives examples of the BSR activities as an integrated area. Programs positioning BSR as a single brand on the global market are described. The changes in BSR strategy to further region integration and a brand building in the global market are outlined
Journal: Marketing i Zarządzanie
- Issue Year: 2013
- Issue No: 30
- Page Range: 341-357
- Page Count: 17
- Language: Polish