Interview with Magdalena Florek on City and Destination Marketing in Poland

Today we’d like to introduce you to Magdalena Florek, a place marketing and branding researcher, and co-founder of the Best Place Institute in Warsaw, Poland.

Learn about:

  • How marketing goals tend to be unskillfully set and loosely defined;
  • The difference between place branding, place marketing and place management, and why they are all interconnected;
  • The key issues with measuring place brand equity and the success of place marketing initiatives;
  • Why implementation is the most difficult phase of the place marketing process;
  • The current state of place marketing in Poland and other Central/Eastern European countries;
  • How and where to find suitable place branding specialists.

Magdalena, a few words on your current work and professional background?

I received my Ph.D. and post-doctoral degree in Management and Marketing. Since completion of master studies, my main focus has been place marketing, a novelty in Poland over a decade ago.

I started working on small projects which were the first attempts at implementing the marketing concept to places. These projects were often experimental and from today’s perspective, not very sophisticated.

My current focus is on the development of place marketing frameworks and solutions that are useful both for academics and practitioners.

Recently my main interest has been place brand equity as a tool to measure place branding performance, as well as place attachment. I have also rekindled my interest in the place-of-origin effect in my search for other perspectives of this phenomena. I have been invariably interested in the broadly defined place brand management.

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The Editorial Team

Hi there, we hope you've found this article useful. Want to stay up to date on latest place branding insights, stories and examples? Sign up for our free email newsletter! You might also be interested in our services. Have a question or suggestion? Get in touch!