Place branding gathering momentum

The Four R’s of Place Branding

This paper is part of a research agenda that adopts the paradigm of co-creation to analyse the process and practice of place branding with the intention of recommending a set of principles for place branding. This particular research investigates the interactions and relationships between people and their place to identify the constructs that are interwoven into those interactions and which inf...

Place of Origin Branding: Towards Reconciling the Requirements and Purposes of Destination Marketing and Export Marketing

Facing high competitive intensity and a rapid rise in tourism activity and export trade, many businesses have turned to their place of origin (PO) as a point of positive differentiation (Johansson 1988; Echtner and Ritchie 1993). This PO effect, often associated with a country, but increasingly a state or city (Thode and Maskulka 1998), has led to coordination of campaigns which promote positiv...

A A - 325 Network brand Study of competencies of place branding ski destinations management :

A Brief History of Brands and the Evolution of Place Branding

The present work synthesizes the main proofs related to the fact that the brands and the process of branding are as old as the human civilization, initially through the appearance and use of the “proto-brands” concept ever since the beginning of the human existence, and then, in different forms and different historical periods, brands show a dynamic of their existence. It is highlighted the asp...

Place Branding for Endogenous Development. the Case Study of Tuscany and the Arnovalley Brand

Place branding tends to be introduced into the agenda of increasingly numerous public authorities as a tool for place management. Nations, regions, cities and inter-regional networks tend to relate their initiatives to brands in order to attract and retain resources e.g. capital and people. In light of the contemporary debate on regional and local development, this paper will analyse the potent...