The aim of the article is to present the problem of revitalization of marketplaces in the context of the challenges they face in contemporary socio-economic conditions. This issue was developed based on desk research and inquiry conducted on a representative marketplace in Gdańsk Oliwa. They served to formulate guidelines for the implementation project aimed at improving the image and economic condition of traditional marketplaces in Poland. Despite significant importance for the local economy, traditional marketplaces are not able to compete with shopping malls and shopping centers, as a result of which they become unsustainable. The ongoing degradation of marketplace areas reduce their attractiveness and role they play in public spaces network. The authors of the project recognize that the solution to the issue of marginalization of traditional marketplaces is to strengthen their image in both physical and media realms. One of the proposed solutions is institutional support for marketplaces by non-governmental organizations involved in the revitalization and aestheticisation of urban areas.
Modern cities are increasingly promoting their own individual brands to gain a competitive advantage. 28 Polish cities, after joining the Cittaslow international network of cities, can additionally use their native brand in their activities. The aim of the author was to answer the question: should cities only use an individual brand, or maybe they can support these activities with a common brand strategy. The growth of interest in individual brands of 28 cities belonging to the Cittaslow network has been evaluated, also their popularity, popularity of the native brand on the Facebook, and the use of the Cittaslow brand by cities on their websites were analysed. It was noticed that not all cities use the Cittaslow logo. But most cities in Cittaslow publish a link to the network and brand information on their websites. The native brand Cittaslow is in Poland at the positioning stage but probably its popularity will grow as the benefits from using it begin to be noticed.
The aim of the paper is to evaluate the development of the Geoeducation Center in Kielce and to define ways and stage of creating its tourist brand. It is a new tourist attraction in the Świętokrzyskie region, which also plays role of informal education. Every year, this object is visited by approximately 40,000. tourists. Research has shown that the Geoeducation Center from the beginning of its operation consistently creates all the elements that make up the brand equity: awareness, perceived quality, associations and loyalty.
The article indicates the potential of revitalization activities in the process of building the image of the city, associated also with its “brand”. It shows the role of city-marketing to create a city product, connected to the development of the cultural industries and the urban tourism. The article indicates common areas between the revitalization process and the creating the city brand, focusing on Gdańsk. Two main documents are taken into account: Brand Strategy Gdańsk until 2013 and Program for the development and promotion of the product off er of Gdańsk and the region in the 2014-2020 perspective. The article shows different types of revitalization activities aff ecting the image of Gdańsk, including: the spectacular investments in postindustrial areas, as well as residents’ and independent organizations’ activities, aiming to transform and to promote neglected, but valuable, areas of the city.