RT Journal Article
SR Electronic
A1 Foret, Miroslav
A1 Foretová, V.
T1 Marketing research and place image
JF Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
YR 2014
VO 54
IS 6
SP 239
OP 248
DO 10.11118/actaun200654060239
UL https://acta.mendelu.cz/artkey/acu-200606-0024.php
AB The paper deals with some problems of the image and identity of two towns (Brno and Zlín) as well as the whole country (Czech Republic). It starts with theoretical explanation of terms place image, identity and culture and its interrelated influences. Than own empirical marketing research of Brno image is presented and compared with theory of marketing communication, especially with the problems of place identity, unified visual style and logo.