Place brand developers’ perceptions of brand identity, brand architecture and neutrality in place brand development

Abstract

Abstract This study examines the perceptions of place brand developers when they are involved in place brand development. This work is focused on three issues: brand identity, brand architecture, and the possible neutrality of place brand developers regarding the territory identities. To ascertain the developers’ perceptions, a sample of 260 experts from Spain and Latin America has participated in a Web survey. The results show different sensitivities regarding the territory identity, and significant discrepancies in relation to the possible brand architecture to be adopted. Likewise, the existence of two groups of brand developers with different features is detected, which are different from those where experts belong according to their status (political, academic, public manager and business consultant). These results may help to understand the different brand developers’ points of view during the starting process of place brand developing.