Place rebranding: the future perspectives of the municipality

Radovanović, Željko and Cvitković, Sabina and Rajnović, Ljiljana (2024) Place rebranding: the future perspectives of the municipality. Oditor, 10 (2). pp. 85-114. ISSN 2217-401X

Text Radovanović, Cvitković, Rajnović - Oditor 10(2) 2024.pdf - Published Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (1MB)

Abstract

Today, places are competing among themselves in the market to attract tourists, students, people, investors. Thus, just like commercial brands, place brands need to distinguish themselves in the market in order to be appealing to the target audience, and in accordance with the future, long-term vision of place development. Still, many places lack the systematic place brand management as a tool to support the future vision and development of the place. The paper contributes to the scholarship of place branding, more specifically the aspect of rebranding. The paper explores the holistic approach to place rebranding of Valjevo. The originality of the paper is seen in presenting for the first time and codification of the term holistic place rebranding approach (Acronym: HPRA).

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