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Place branding : a conceptual and theoretical framework
San Eugenio Vela, Jordi de
Universitat de Vic. Facultat d'Empresa i Comunicació; Universitat de Vic. Grup de Recerca en Traducció Audiovisual, Comunicació i Territori
Within the context of rising competition between territories, identity has become the most important element of recognition, differentiation and commodification in the communicative process within which cities, regions and countries position themselves. Geographical spaces thus compete in terms of this identity, which is then subjected to fierce comparison and competition (Nogué, 1999; Anholt, 2007a). The territorial brand thus entails the reinvention of places through a process of brand construction (branding) based on the promotion of the individual and collective identities of geographical spaces; these identities, in turn, are imbued with the intangible factors associated with their respective territorial identities.
Imatge de marca
Construcció de marca (Màrqueting)
(c) Asociación de Geógrafos Españoles
Tots els drets reservats
6 p.
Asociación de Geógrafos Españoles

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