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Article

Open Access

The Relevance of Place-Brand Management in Place-Marketing Strategy

Author(s)

Andrea Moretta Tartaglione, Roberto Bruni

Full-Text PDF Download XML 5435 Views

DOI:10.17265/1537-1514/2013.11.005

Affiliation(s)

Andrea Moretta Tartaglione, Assistant Professor in Business Management, Department of Economy and Law, University of Cassino and Southern Lazio.
Roberto Bruni, Research Fellow, Department of Economy and Law, University of Cassino and Southern Lazio.

ABSTRACT

Observers perceive each place through a particular image, not necessarily positive, definable in a distinctive positioning through place-marketing strategies; the relations between the actors of the territory system play an important role, and the place-brand becomes “the connector” of the relational network in place-marketing management. The aims of this article are to analyze the relations between place identity, place-brand, and place-marketing strategy; to look at case studies of bottom-up strategy as a medium for the long-term empowerment of the place-brand strategy; and to examine the relevance of place-brand positioning and interaction between governance and stakeholders in place-marketing strategy development.

KEYWORDS

place-marketing, place management, place-brand, network, value generation, strategy

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