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Adriana Campelo

This chapter examines the origins of branding places and the evolution of brands in terms of geographic locations and purposes. Place branding finds roots in country-of-origin theory and tourism destination image. Types of geographic brands include destination branding, nation branding, city branding and regional branding. The geographic brands adopt particular strategies depending upon motivations and goals. In common, national, regional and city brands have the need of collaboration and the challenge of reconciling many stakeholders. Albeit marketing techniques may vary from one type of geographic branding to another, the underlying aim remains to reach some kind of social and economic development. Place branding comes together with other initiatives of public management such as infrastructure, education, safeness, positive business environment, public–private partnerships and local population involvement.

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Edited by Adriana Campelo

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Edited by Adriana Campelo

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Edited by Per Olof Berg and Emma Björner

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Emma Björner and Per Olof Berg

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Edited by Per Olof Berg and Emma Björner

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Edited by Gregory Ashworth and Mihalis Kavaratzis