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Case B A Common Agenda for Place Branding: Made in Torino

In: International Place Branding Yearbook 2012

Author

Listed:
  • Alexander Otgaar

Abstract

The image of a place is a co-creation of public and private stakeholders. Local authorities, businesses and citizens share a collective interest in having an attractive place brand, since soft, intangible location factors become increasingly decisive in the global competition between regions. In line with behavioral location theories residents, firms, investors and tourists choose particular locations because of their perceived qualities, though these are often different from the actual qualities.

Suggested Citation

  • Alexander Otgaar, 2013. "Case B A Common Agenda for Place Branding: Made in Torino," Palgrave Macmillan Books, in: Frank M. Go & Robert Govers (ed.), International Place Branding Yearbook 2012, chapter 0, pages 93-102, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28255-2_7
    DOI: 10.1057/9781137282552_7
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