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Keywords: Brand-driven identity development
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Journal Articles
Journal of Place Management and Development (2017) 10 (2): 152–172.
Published: 05 June 2017
...Guenther Botschen; Kurt Promberger; Josef Bernhart Purpose This paper aims to present an interdisciplinary approach for the development and design of place brands, which goes far beyond communication strategies and advertising campaigns. The so-called “Brand-driven Identity Development of Places...
