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

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.