A gentler structure to life: co-creation in branding a cultural route

Abstract The study explores how a cultural route supports the identity of place. applies co-creative and identity-based place-branding theory advances research on significant role culture when various actors identify with brand Moreover, sustainability is seen as form meta-narrative that frames symbiosis place its values. Contributing to previous branding route, this discusses value person (an architect) route. also contributes by linking discourse architectural heritage an emerging We used single critical case approach focusing one sites representing group cities involved in Alvar Aalto Various qualitative methods including interviews publicly available material were utilized. presents empirical findings emergent As key theoretical contribution, shows image individual site are expressed cohesive Communication co-creation revealed be prerequisites efficient collaboration.