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Title: | The Process of Implementing a Place Brand Based on a Multilevel Approach: The Case of the Municipality of Masquefa |
Author: | San-Eugenio-Vela, Jordi de Ginesta Portet, Xavier Compte-Pujol, Marc Frigola Reig, Joan Fernández-Rovira, Cristina |
Citation: | de San Eugenio-Vela, J. [Jordi]. Ginesta, X. [Xavier]. Compte-Pujol, M. [Marc]. Frigola-Reig, J. [Joan]. Fernández-Rovira, C. [Cristina]. (2023). The Process of Implementing a Place Brand Based on a Multilevel Approach: The Case of the Municipality of Masquefa. Sustainability, 15, 15788. https://doi.org/10.3390/su152215788 |
Abstract: | Place branding is a discipline at the intersection of geography and communications, devoted to the process by which places become brands, understood as devices for managing a desired identity presented to the outside world, and also for internal consumption by the residents of the place. This paper intends to explain the conceptualization process of a place brand, and to present the methodological framework for building a brand that takes into account all audiences and stakeholders, thus strengthening the identity of the place. The case presented here is Masquefa, a municipality in the Barcelona province. The methodology has been structured in three phases: first, an initial diagnosis and data gathering; next, fieldwork and public participation (interviews, surveys, and discussion in focus groups); and third, construction of the story. The conclusions of this article show how a municipality without any significant tangible and intangible assets to truly identify it can build a brand story accepted by all agents, both public and private, which will help it grow sustainably in the future. |
Keywords: | co-creation co-participation Masquefa multilevel approach |
DOI: | https://doi.org/10.3390/su152215788 |
Document type: | info:eu-repo/semantics/article |
Version: | info:eu-repo/semantics/publishedVersion |
Issue Date: | 16-Nov-2023 |
Publication license: | http://creativecommons.org/licenses/by/3.0/es/ |
Appears in Collections: | Articles Articles cientÍfics |
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File | Description | Size | Format | |
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sustainability_Process_MDPI.pdf | 1,34 MB | Adobe PDF | View/Open |
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