Strong cultural brand of the territory as a factor of its competitiveness

in the context of economic globalization, not only firms, but also territories increasingly find themselves in a state of competition with each other. The issue of territorial competitiveness is becoming one of the central issues in order to ensure employment stability, benefits from external integration, continuous growth of local well-being and welfare, and is becoming increasingly important for regional development policy. The goal of territorial competitiveness policy is to maintain and expand opportunities for profit and economic growth. At any spatial scale, territorial competition policy is based on the assumption that territorial units, like capitalist firms, compete with each other in order to maximize profits and economic growth. What is one of the important factors of territorial competitiveness? A territorial brand allows you to increase the competitiveness and status of a territory, and a strong cultural brand will enhance these advantages. The article presents the Gaggiotti territorial branding model and its implementation using the example of Alsace in France. The article shows the factors on which territorial brands were built in Alsace, the role of the created strong cultural brand is visible.

territorial competitiveness, territorial brand, Gaggiotti territorial branding model, strong cultural brand