Impermanence of the Visual Identity of Polish Local and Regional Governments

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 More than 250 logos have been withdrawn or replaced, and approximately 100 have never been implemented. Research confirmed that the number of changes is large (more than 30% of logos have been replaced by new ones), but it is difficult to determine one or even the dominant cause of such serious organisational changes.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.