The author investigates the interdependence between the political marketing at local level applied by politicians in order to construct a positive image of the local community and the region, and the identity of its inhabitants. He posits that the success of such actions depends not so much on the inventiveness of the marketing and the attractiveness of the proposed slogans, but rather on the ability to relate the marketing line with the identity of the inhabitants. Not only the positive identification of the inhabitants with their region should be built on, but also the problems which they perceive as particularly important and which need to be solved. Only in this case and providing it is applied over a longer period of time, can local marketing succeed. The author moreover underlines the significance of incorporating the wider context to their undertaken actions, especially the changes related to globalisation processes.