The Process of Implementing a Place Brand Based on a Multilevel Approach: The Case of the Municipality of Masquefa

Jordi de San Eugenio-Vela, Xavier Ginesta, Marc Compte-Pujol (), Joan Frigola-Reig and Cristina Fernández-Rovira
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Jordi de San Eugenio-Vela: Department of Communication, Faculty of Business and Communication, Universitat de Vic-Universitat Central de Catalunya, 08500 Barcelona, Spain
Xavier Ginesta: Department of Communication, Faculty of Business and Communication, Universitat de Vic-Universitat Central de Catalunya, 08500 Barcelona, Spain
Marc Compte-Pujol: Department of Communication, Faculty of Information and Communication Sciences, Universitat Oberta de Catalunya, 08018 Barcelona, Spain
Joan Frigola-Reig: Department of Communication, Faculty of Business and Communication, Universitat de Vic-Universitat Central de Catalunya, 08500 Barcelona, Spain
Cristina Fernández-Rovira: Department of Communication, Faculty of Business and Communication, Universitat de Vic-Universitat Central de Catalunya, 08500 Barcelona, Spain

Sustainability, 2023, vol. 15, issue 22, 1-17

Abstract: Place branding is a discipline at the intersection of geography and communications, devoted to the process by which places become brands, understood as devices for managing a desired identity presented to the outside world, and also for internal consumption by the residents of the place. This paper intends to explain the conceptualization process of a place brand, and to present the methodological framework for building a brand that takes into account all audiences and stakeholders, thus strengthening the identity of the place. The case presented here is Masquefa, a municipality in the Barcelona province. The methodology has been structured in three phases: first, an initial diagnosis and data gathering; next, fieldwork and public participation (interviews, surveys, and discussion in focus groups); and third, construction of the story. The conclusions of this article show how a municipality without any significant tangible and intangible assets to truly identify it can build a brand story accepted by all agents, both public and private, which will help it grow sustainably in the future.

Keywords: co-creation; co-participation; Masquefa; multilevel approach; place branding (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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