The starting point of the presented research is the theory of destination marketing, in which the concept of destination branding is the key element. Destination branding models include the idea of visual brand identity, which includes the logo as a crucial element. Since the 1980s, the concept of sustainable development has shaped the society and global economy, including tourism. Tourists are increasingly guided by the analysis of the tourist area in terms of the importance of nature and the possibility of spending free time responsibly. They look for a sustainable tourist offer. Therefore, the aim of this work is to evaluate the tourist offers of Polish territorial units in terms of visual message—logo and its content, and to examine whether they comprise design components that reveal the sustainable development of the destination. The research method was content analysis of promotional signs. Sustainable development in tourism focuses on three pillars: nature, responsible tourist activity, and the historical remains protected in a sustainable way. The authors search for such images in the logos. In the conclusion, the authors summarize that elements of nature and historical heritage are strongly present in the logos, which does not mean that the tourist offer is a balanced offer.

Research purpose. The purpose of the research project was to evaluate the status of place branding as a scientific discipline and to check whether this concept has been concretised during exploration and articulation. An additional objective was to check the theoretical status of place brands. Design / Methodology / Approach. The study used an approach based on the analysis of 'place brand' models developed in the literature since models are central to the scientific procedure. These models were then confronted with the empirical observations of the authors using the Flexible Pattern Matching (FPM) method. Findings. A consulting and practical approach is noticeable, especially in the ever-new 'process models' (how to create and manage 'place brand'); moreover, these models are scientifically insignificant and practically unworkable. Descriptive models (what a 'place/territorial brand' is) do not reveal signs of concretisation. There is undoubtedly a phenomenon of 'forcing' empirical data. Originality / Value / Practical implications. Based on the analyses done, it can be concluded that none of the examined models meets the requirements of lawlike generalisations. In the practice of place branding, carried out by territorial units, the only common element is the usage of the name and logo of the place. It can also be argued that the basic concept of 'place brand' is poorly defined. The research method used (FTM) has not been applied in the analysis of place brands so far; however, the examination done in this article proves its usefulness.

Advertising is one of the commonly visible elements of the urban landscape (real and virtual). It also does not require proof that advertisements of cities as such are also part of their “cityscape.” Since at least the nineteenth century, cities have advertised themselves as attractive places to live, visit, or do business. Therefore, the following research question can be asked: How do Polish cities present themselves in advertisements one can find in the landscape? The study assumes that each advertisement should clearly identify the sender and indicate its specific characteristics, distinguishing itself from its competitors. Polish cities began to use logos and slogans as a mecha­nism of description and distinction after 1990, when socioeconomic changes started. There are quite a few studies on this activity, but most of them are single case studies. Therefore, the authors decided to examine a relatively large sample of Polish cities, which allows for statistical analysis. Analysis of the logo and slogan content allows the authors to examine the desired image or the projected identity of Polish cities. The methods were chosen because they admit qualitative and quantitative analysis, especially when there is a sufficiently large sample. Therefore, the survey covered all towns and cities with more than 20,000 inhabitants in Poland. There are 218 such towns in total. The analysis was carried out in the first half of 2021. In conclusion, the authors find that the advertising of Polish cities is embedded in the past, promotes resources (substance), sometimes geographical location, but rarely refers to famous characters and human potential. And such a picture of these cities one may find on outdoor advertisements, which sometimes produce dissonance when accompanying modern buildings or new transport solutions in the city.

Research purpose.: The literature on place branding lacks long-term and quantitative studies on the rebranding of territorial brands. Place branding consultants recommend that they should be reviewed and refreshed approximately every decade. However, it is emphasised that rebranding is demanding for the territorial organisation, and a place brand change should be undertaken in a methodical manner. Therefore, the objective of the study is to compare this process with the theoretical postulates summarised in the literature on the subject. Design / Methodology / Approach.: The research method used was visual content analysis. The collected data were verified by individual interviews with representatives of local governments. The authors have been conducting a research project on Polish local and regional governments since 2011. Therefore, it is possible to summarise the changes, modifications, and rebranding of Polish territorial brands in the period 2011-2023. The queries were conducted regularly in the years 2011-2024 (the end date was the day of local government elections in Poland on April 7, 2024). Findings.: More than 250 logos have been withdrawn or replaced, and approximately 100 have never been implemented. Research confirmed that the number of changes is large (more than 30% of logos have been replaced by new ones), but it is difficult to determine one or even the dominant cause of such serious organisational changes. Originality / Value / Practical implications.: A review of the literature allows us to draw a conclusion about the lack of long-term research on the functioning and changes of the content of logos practised by places. Therefore, a 10-year study on the population of all local government units in Poland provides data that supports the development of territorial branding theory and allows analytical support for territorial rebranding processes. The research discussed is significant because it reveals, first, the frequency of changes and, second, the difficulty in defining the causes of these changes.