The Place as a Brand. Theory and Practise of the Place Branding

Abstract

Research purpose. The purpose of the research project was to evaluate the status of place branding as a scientific discipline and to check whether this concept has been concretised during exploration and articulation. An additional objective was to check the theoretical status of place brands.

Keywords

• place branding
• place branding model
• place marketing
• flexible pattern matching
• b40
• m30
• h70
• z18