Istota marketingu terytorialnego jako narzędzie kreowania marki miasta na przykładzie Idei Szczecin Floating Garden 2050
The Essence of Territorial Marketing as a Tool for Creating a City Brand on the Example of Szczecin Floating Garden 2050

Summary/Abstract: The article attempts to signal the essence of territorial marketing as a tool for creating the brand of the city of Szczecin on the example of Floating Garden 2050. In order to identify the correlation, the author presents a survey on the recognition of Floating Garden 2050 and the Szczecin City Council’s promotional activities. The aim of the article is signaling the existing formal limitations and desirable directions of changes in shaping the Szczecin brand. Identifying these issues in the future can lead to improved brand recognition on both the micro and macro levels.

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