出版社：Centre of Sociological Research, Szczecin, Poland
摘要：Place or destination branding has become a very popular approach to manage and foster development of cities,regions and countries. To make the process more efficient, it is necessary to define the basis of place brands properly. One of the key elements in defining brand identity is consumer insight,which has become more popular recently. The main prerequisites of consumer insight importance are dynamic changes in consumers’ needs and behaviors,which determines their decisions. Segmentation process based on demographic data in context of postmodernism is not sufficient any more to diff erentiate the brand. Looking for competitive advantage,brand managers more often focus on consumer behavior,attitude,values,needs and expectations. The competitive environment of place management causes that this tendencies also should be taken into consideration in place brand creation. In the paper the author indicates the complexity and multilevel character of defi ning consumer insight in place brand context. Based on research (IDI and ethnographic research) the paper presents possibilities and limitations of marketing research implementation in the process of defi ning consumer insight. On Poznań agglomeration case study and research stakeholders insight was formulated. Simultaneously,the author points out strategic meaning of consumer insight in place brand management process.
