Place image, stakeholder expectations and place brand communication
| Place image (Ernst and Young, 2008) | Stakeholder expectations (exploratory study) | Brand communication orientations (Ernst and Young, 2008) |
|---|---|---|
| Sharing, friendliness, a welcoming region | Heritage, Identity | Sud de France is the brand of pleasure and conviviality |
| Friends and parties Natural, preserved and healthy environment Authenticity | Product quality | Sud de France products should be fun while eating healthy and balanced Issued from main ‘terroirs’ of the region |
| Dynamism Wealth | Outcomes directly related to marketing Local economic development | Producers offer the best products in the region. Proud of their ancestral know-how, passionate about quality |
| Place image ( | Stakeholder expectations (exploratory study) | Brand communication orientations ( |
|---|---|---|
| Heritage, | ||
| Product quality | ||
| Outcomes directly related to marketing | Producers offer the best products in the region. Proud of their ancestral know-how, passionate about quality |
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