The Four R’s of Place Branding
نویسندگان
چکیده
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 influence the nature of the brand. We present a model that identifies four constructs that encapsulate the co-created experience of the place: Rights, Roles, Relationships and Responsibilities. The bottom-up approach should be taken to developing a place brand and that brand ownership is determined by the extent to which the representation of the place reflects the experience of the community.
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