Handbook on Place Branding and Marketing
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Handbook on Place Branding and Marketing

Edited by Adriana Campelo

Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding urban population, this Handbook addresses this knowledge deficit in order to illustrate how place branding can contribute to transforming urban agglomeration into sustainable and healthy areas.
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Chapter 3: The Cultural Branding Matrix: framing the relation between cultural institutions and city branding

Cecilia Pasquinelli


This chapter outlines a framework in which to treat the relation between cultural institutions and local economic development from a branding perspective. It does so by describing the Cultural Branding Matrix. Based on case analyses in the literature, this matrix is meant to support policy-makers and practitioners involved in cultural urban planning. It is intended to give them a sense of orientation in the field of cultural policies, which are evidently at risk of failure in contemporary cities. Even though every case and every context is characterised by different preconditions and challenges, a typification of cases may furnish a valid framework for decision-making and actions.

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