Strategic Approach to Brand Identity Formation Based on the Territorial Marketing Concept
The subject of a brand connection with consumers is particularly acute in a highly competitive environment and a variety of product and value propositions. Considering the modern demand for authenticity and interest in cultural diversity, territory plays an important role in building such a relationship between a brand and its target audiences. It has a significant impact on the formation of the identity of both a person and a brand, determining the way of life, values and perception of the world. This article proposes a method and a number of models that make it possible to form a brand identity based on the concept of territorial marketing, which includes the cultural characteristics of the territory, since brands with territorial identity are conductive to creating a sense of belonging, confidence and comfort among consumers, the possibility to be a part of community.