PLACE BRANDING: A CONCEPTUAL AND THEORETICAL FRAMEWORK

The competition between countries, nations, cities and regions to attract resources, talent, infrastructures or events, among others aspects, has caused the coming of a renew struggle for singularity, recognition and differentiation, for a symbolic hegemony that is rising in the context of an emerging economy of identity. Indeed, places transfer their usual projections of place identity to a newly arrived symbolic identity negotiated partly by the transformation of places in brands. In this sense, the main aim of this paper is the concretion of some theoretical and conceptual foundations in order to determine an epistemological proposal for place brands.