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Branding Porto: An Authentic-Based Approach to Place Identity Theory
Abstract
Departing from the Porto brand case study, this chapter discusses the concept of destination brand identity from the supply-side perspective. Consequently, it proposes an authentic-based approach to place identity theory, in which destination authenticity is pointed out as a key driver to create a strong place brand identity. Moreover, it is suggested that destination managers should follow an eight-step approach to branding a destination. This dynamic view of place identity, which is supported by a continuous co-creation process involving local and external stakeholders, allows destination brand managers to mirror and reinforce the destination authenticity.
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