Understanding place brand value for stakeholders: proposition of a management tool

Appréhender la valeur d’une marque territoriale pour des parties prenantes: proposition d’un outil managérial

Mechthild Donner () and Fatiha Fort
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Mechthild Donner: UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro - Montpellier SupAgro - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement

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Abstract: Place brands have a number of particularities due to, amongst others, the diversity of involved stakeholder groups. In this article, we present an evaluation model and a management tool for the value of place brands for various stakeholders Results from the case study of the Sud de France brand in the Languedoc-Roussillon region allow identifying the perceived or expected benefits for each of the principal stakeholder groups. Criteria for evaluating the value for each group are proposed in form of a scorecard and a management tool which will allow the place brand manager to measure the performance of the brand and to regularly control its match with the expectations.

Keywords: place brands; stakeholder theory; brand equity; place brand value; local sustainable development; marque territoriale; théorie des parties prenantes; capital marque; valeur de la marque territoriale; développement local durable (search for similar items in EconPapers)
Date: 2021
New Economics Papers: this item is included in nep-ipr
Note: View the original document on HAL open archive server: https://hal.science/hal-03167650v1
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Published in Annales Méditerranéennes d'Economie, 2021, «Connecting food to place » ou comment ancrer l’alimentation au territoire, 6, pp.96-118

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