Botschen, Guenther; Promberger, Kurt; Bernhart, Josef - In: Journal of Place Management and Development 10 (2017) 2, pp. 152-172
Purpose This paper aims to present an interdisciplinary approach for the development and design of place brands, which goes far beyond communication strategies and advertising campaigns. The so-called “Brand-driven Identity Development of Places” (short: BIDP) approach provides a structured...