Górny Śląsk jako marka
Upper Silesia as a brand

Summary/Abstract: Territorial marketing is a relatively new concept for managing the development of space, shaped by the assumption of a market nature of the exchange of services and values between the spatial settlement units and entities inhabiting them. Thus understood marketing of a place predominantly relates to the marketing of cities, relatively few researchers and practitioners consider this concept in relation to regions. The most important instrument of territorial marketing is a brand that serves, among others, framegenic and integration function in relation to the site. Is it possible to build a consistent and authentic brand of a region, including its geographic, historical and cultural diversity? Is branding of Upper Silesia – a region with a high degree of differentiation, which self-government is divided into two provincial organisms – possible? These questions are key to the analysis of specific examples of branding in Upper Silesia, initiated and carried out by different groups of entities interested in the development of the region. The answer to them takes into account many factors that make that – not counting the brand of the voivodeship, heterogeneous in its essence and a number of major brands influencing the image of the region – in practice, there is a lack of Upper Silesia region brand.

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