Creating an image of a region – Euroregion Beskydy and Euroregion Cieszyn Silesia examples

In the discussion of communication in management studies, more and more attention is being given to research on an image of a product as well as a brand of an institution. In times when the value of great corporations is mainly based on well promoted and maintained brands, any activity without care of reputation is unimaginable. This rule also applies to cities, communes or regions. Image is currently of strategic significance for these subjects. It can be stated that there is a type of relationship. When an image of a certain region is positive, achievement of complex goals is easier. Therefore, when the region fulfils its goals, it is easier to gain respect of current and potential citizens, tourists, and investors. Thus, a positive image is one of the greatest advantages that a region can have, as it is directly transferred into social and economic development. In the article, on the basis of the literature of the subject, the process of creating an image of a region is presented.According to the survey conducted among Polish and Czech respondents related to Euroregion Beskydy and Euroregion Cieszyn Silesia, by place of residence, workplace or place of education image of the regions appeared to be one of the most distinguishing of their features.