Keys for Place Branding Success

Florian Kaefer
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Florian Kaefer: The Place Brand Observer

A chapter in An Insider’s Guide to Place Branding, 2021, pp 15-30 from Springer

Abstract: Abstract Just like we can often learn more from someone’s failures than from their successes (and should therefore appreciate and celebrate entrepreneurial failure just as we celebrate successes), place branding initiatives which did not live up to expectations can tell us a great deal about how to do it differently. Most people and organizations don’t like to talk about their failures though, so finding this kind of information can be tricky. I am truly grateful to the TPBO panel of branding practitioners and place leaders for not shying away from such, more delicate, questions, allowing us in turn to identify how to make sure place branding initiatives can be successful.

Date: 2021
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DOI: 10.1007/978-3-030-67144-0_3

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