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Keywords: Branding strategy
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Journal Articles
Journal of Place Management and Development (2020) 13 (3): 347–363.
Published: 03 April 2020
... to be the top-down approach to the place brand strategy. The literature shows that cases such as this one are more common than assumed, and a possible way out of the problem is the application of bottom-up or “mixed” approaches, as these may circumvent the problems found. Research limitations/implications...
