Długoterminowa strategia zarządzania marką „Szczecin Floating Garden 2050”
Long-term strategy of brand management on the example of .Szczecin Floating Garden 2050"

Summary/Abstract: The aim of this article is to present a long-term strategy of „Szczecin Floating Garden 2050" brand management and an evaluation of actions undertaken by City Hall of Szczecin. Moreover, the article is a comprehensive synthesis of existing studies on brand building of Polish cities and their marketing strategies. To achieve the objective following tasks have been completed: characteristics of territorial marketing in Poland has been presented: characteristics of the sociodemography of the city of Szczecin has been presented: an analysis of the marketing strategy of the city of Szczecin has been conducted. In the paper the literature on territorial marketing has been used. An important source of information were also documents: „Szczecin 2025 Development Strategy". „Communication and Implementation of The Value of the City of Szczecin " and „ Visual Identification System Catalog " of the city of Szczecin.

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