Theoretical Aspects Regarding the Key Factors in Building a Place Brand Strategy

Abstract

This material tries to synthesise the ideas emerged from the scientific literature regarding the process and the strategy behind the marketing and branding of places, as recent fields of study and phenomenon. Key aspects of the significance and delimitation issues are addressed for place branding process and other forms of branding (products, services or organizations) and success factors in the management of locations are considered to be used during the creative process or brand framework elaboration.