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Keywords: Brand architecture
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Journal Articles
How to make everyone fall in love with a city: Designing an architecture of sub-brands to revitalize St Petersburg’s image
Available to Purchase
Journal:
Strategic Direction
Strategic Direction (2020) 36 (11): 43–45.
Published: 05 October 2020
... and places the articles in context. Findings This research paper uses a case study of St Petersburg, Russia, to analyze the best ways in which to build an enviably effective place brand architecture, given the complex nature of managing multiple stakeholders with varying interests. The results uncovered...
