Case B A Common Agenda for Place Branding: Made in Torino

Alexander Otgaar

Chapter Chapter 6 in International Place Branding Yearbook 2012, 2013, pp 93-102 from Palgrave Macmillan

Abstract: Abstract The image of a place is a co-creation of public and private stakeholders. Local authorities, businesses and citizens share a collective interest in having an attractive place brand, since soft, intangible location factors become increasingly decisive in the global competition between regions. In line with behavioral location theories residents, firms, investors and tourists choose particular locations because of their perceived qualities, though these are often different from the actual qualities.

Keywords: Corporate Brand; Sustainable Urban Development; Company Tour; Common Agenda; Place Marketing (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28255-2_7

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DOI: 10.1057/9781137282552_7

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