Towards a network place branding through multiple stakeholders and based on cultural identities

A collaborative approach to place branding, involving multiple stakeholders and rooted in cultural identity, has successfully enhanced the global positioning of Colombia's Coffee Cultural Landscape. This network-based strategy, which integrates public institutions, private companies, and social groups at local, regional, national, and international levels, demonstrates how dynamic identities can elevate the value of both physical products (e.g., coffee) and associated cultural landscapes. Fieldwork in the Coffee Triangle revealed complex interactions among stakeholders, offering a model for other food production regions in emerging economies to strengthen their presence in global markets. The study highlights synergies between business branding and place branding as key drivers of this success.

Muñiz Martínez, N. (2016). Towards a network place branding through multiple stakeholders and based on cultural identities. Journal of Place Management and Development, 9(1), 73–90. https://doi.org/10.1108/jpmd-11-2015-0052