Measuring Place Brand Equity: A Review of Current Models István BENEDEK Abstract: There is an emerging competition between cities, regions and countries for different target groups like investors, local residents or tourists. Cities are using more and more marketing and public relations techniques in order to differentiate themselves. This paper analyzes the most recent attempts from practitioners and academics to define the value of a place brand. Keywords: place branding, city branding, brand equity, brand value DOI: 10.24193/jmr.27.5 |
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