par Arifon, Olivier
Référence The Conversation
Publication Publié, 2017-04-26
Article de presse ou de vulgarisation
Résumé : City branding contributes to highlighting a unique space, shared by several types of organisations and populations through their own practices of the territory. Before city branding, stakeholders were functioning independently, without coordination. The challenge is to develop at the same time a movement, to create a feeling for the place and to share the objectives of the population plus with stakeholders, necessary for adoption of the brand by the actors.