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Title:
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Place branding : a conceptual and theoretical framework
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Author:
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San Eugenio Vela, Jordi de
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Other authors:
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Universitat de Vic. Facultat d'Empresa i Comunicació; Universitat de Vic. Grup de Recerca en Traducció Audiovisual, Comunicació i Territori |
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Notes:
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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. |
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Subject(s):
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-Imatge de marca
-Construcció de marca (Màrqueting)
-Paisatge |
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Rights:
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(c) Asociación de Geógrafos Españoles
Tots els drets reservats
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Document type:
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Article
info:eu-repo/publishedVersion |
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Published by:
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Asociación de Geógrafos Españoles
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Share:
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