Place branding: compreendendo identidade, imagem e posicionamento de marca - uma revisão bibliométrica e sistemática

Patrick Wendell Barbosa Lessa; Marco Antonio de Moraes Ocke; Indiara Pinto Brezolin

doi:10.5585/2025.27113

Autores

Patrick Wendell Barbosa Lessa Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC, Brasil https://orcid.org/0000-0003-1892-2786
Marco Antonio de Moraes Ocke Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC, Brasil https://orcid.org/0000-0002-0809-6591
Indiara Pinto Brezolin Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC, Brasil https://orcid.org/0009-0007-3443-7971

DOI:

https://doi.org/10.5585/2025.27113

Palavras-chave:

revisão da literatura, gestão da marca-lugar, identidade da marca, imagem da marca

Resumo

Objetivo: Realizar um mapeamento bibliográfico acerca do place branding e suas respectivas ramificações (identidade, imagem e posicionamento da marca), visando definir conceitos concretos e estabelecer agendas de pesquisa futuras para o avanço da gestão de marcas de lugar.

Metodologia Foi realizada uma análise sistemática e bibliométrica de 182 artigos extraídos da base Scopus, focando nas áreas de negócios, gestão e ciências sociais. A análise utilizou as leis bibliométricas de Bradford, Lotka e Zipf, combinadas com análise temática e uso de softwares como VOSviewer e Power BI para examinar clusters e tendências.

Principais Resultados Os resultados evidenciam uma predominância de estudos focados em contextos europeus e norte-americanos, indicando uma lacuna geográfica na literatura. Identificou-se a necessidade de investigar a eficácia das estratégias de marketing, a influência das redes sociais na identidade do lugar, a co-criação com stakeholders e a mensuração de impactos econômicos.

Contribuição teórica O estudo contribui para a teoria ao esclarecer definições frequentemente confundidas (identidade versus imagem), mitigando sobreposições teóricas. Além disso, propõe agendas futuras que incentivam a investigação em regiões sub representadas e o uso de novas abordagens metodológicas.

Contribuição prática A pesquisa auxilia gestores a discernir como a marca deve ser construída (identidade) e percebida (imagem), orientando o desenvolvimento de estratégias de posicionamento mais eficazes e alinhadas para atrair turistas, investidores e residentes.

Relevância/Originalidade Este trabalho se destaca por preencher a ausência de revisões que definam claramente cada conceito ramificado do place branding, validando empiricamente oportunidades de pesquisa em sustentabilidade, tecnologia e contextos emergentes.

Downloads

Não há dados estatísticos.

Traduções deste artigo

Place branding: understanding identity, image and brand positioning - a bibliometric and systematic review (English)

Biografia do Autor

Patrick Wendell Barbosa Lessa, Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC, Brasil

Doutorando em Administração pela Universidade Federal de Santa Catarina (UFSC). Pesquisador do Núcleo de Inteligência Competitiva Organizacional em Marketing e Logística (NICO - UFSC). Tem interesse nas áreas de Marketing - Comportamento do Consumidor, Branding - e Tecnologia (redes sociais e e-commerce).

Marco Antonio de Moraes Ocke, Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC, Brasil

Professor Adjunto do Centro Socioeconômico da Universidade Federal de Santa Catarina - UFSC. Departamento de Ciências da Administração - CAD / Programa de Pós-Graduação em Administração - PPGA. Pós-Doutorado (2022/2023) no Departamento de Relações Públicas, Propaganda e Turismo da Escola de Comunicação e Artes da Universidade de São Paulo - ECA/USP. Doutorado em Administração na Linha de Marketing pela Faculdade de Economia e Administração da Universidade de São Paulo - FEA / USP (2015). Mestrado em Comunicação e Mídia pela Universidade Paulista (2010). Bacharelado em Publicidade e Propaganda pela Universidade Mackenzie (2000). Professor na Escola Superior de Propaganda e Marketing - ESPM / SP nas disciplinas: Marketing de Serviços; Branding; Marketing B2B, nos cursos de Graduação em Administração e Publicidade e Propaganda no ano de 2017. Professor e coordenador de cursos de Graduação e Pós-Graduação na Universidade Bandeirante de São Paulo e Anhanguera Educacional nas áreas de Administração, Marketing, Comunicação e Turismo entre 2005 e 2014. Experiência consultiva em comunicação e marketing para grandes empresas: VALE, Samarco, Petrobras, Ford, ITAÚ. Analista de comunicação e marketing da Cia do Metropolitano de São Paulo - METRO-SP entre 1996 e 2000.

Indiara Pinto Brezolin, Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC, Brasil

Mestra em Arquitetura e Urbanismo pela Universidade Federal de Santa Catarina (UFSC), graduada em Arquitetura e urbanismo pela Faculdade Atitus Educação. Participa do Grupo de Pesquisa LAPAM - Laboratório de Psicologia Ambiental, através da linha pesquisa: Comportamento Ambiental do Espaço Urbano e das Edificações. Atuou na revisão e atualização de um plano de mobilidade urbana sustentável através do Laboratório LabTrans/UFSC.

Referências

Aaker, D. A. (1991). Managing Brand Equity. THE FREE PRESS.

Affolderbach, J., & Schulz, C. (2017). Positioning Vancouver through urban sustainability strategies? The Greenest City 2020 Action Plan. Journal of Cleaner Production, 164, 676–685. https://doi.org/10.1016/j.jclepro.2017.06.234

Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze brand image and brand positioning. Journal of Retailing and Consumer Services, 67. https://doi.org/10.1016/j.jretconser.2022.102989

Andéhn, M., Kazeminia, A., Lucarelli, A., & Sevin, E. (2014). User-generated place brand equity on Twitter: The dynamics of brand associations in social media. Place Branding and Public Diplomacy, 10(2), 132–144. https://doi.org/10.1057/pb.2014.8

Anholt, S. (2010). Places: Identity, Image and Reputation (1st ed.). Palgrave Macmillan UK.

Anny, N. (2016). Analysis Branding Bandung City. International Journal of Economic Research, 13(8), 3655–3680.

Araújo, C. A. A. (2006). Vista do Bibliometria: evolução histórica e questões atuais. Em Questão. https://www.seer.ufrgs.br/index.php/EmQuestao/article/view/16/5

Belabas, W., Eshuis, J., & Scholten, P. (2020). Re-imagining the city: branding migration-related diversity. European Planning Studies, 28(7), 1315–1332. https://doi.org/10.1080/09654313.2019.1701290

Björner, E., & Aronsson, L. (2022). Decentralised place branding through multiple authors and narratives: the collective branding of a small town in Sweden. Journal of Marketing Management, 1–26. https://doi.org/10.1080/0267257X.2022.2043415

Blue, A. (2021). Evaluating Estonian E-residency as a tool of soft power. Place Branding and Public Diplomacy, 17(4), 359–367. https://doi.org/10.1057/s41254-020-00182-3

Braun, E., Eshuis, J., & Klijn, E. H. (2014). The effectiveness of place brand communication. Cities, 41(PA), 64–70. https://doi.org/10.1016/j.cities.2014.05.007

Braun, E., Eshuis, J., Klijn, E.-H., & Zenker, S. (2018). Improving place reputation: Do an open place brand process and an identity-image match pay off? Cities, 80, 22–28. https://doi.org/10.1016/j.cities.2017.06.010

Braun, V., & Clarke, V. (2012). Thematic analysis. APA Handbook of Research Methods in Psychology, Vol 2: Research Designs: Quantitative, Qualitative, Neuropsychological, and Biological., 2, 57–71. https://doi.org/10.1037/13620-004

Campos, R. P. de, Galina, S. V. R., & Giraldi, J. de M. E. (2022). FUTURE RESEARCH GUIDELINES ON SOFT POWER: AN OBLIQUE APPROACH OF THE LITERATURE ON THE INTERTWINEMENT BETWEEN CREATIVE INDUSTRIES AND PLACE BRANDING. Revista Brasileira de Marketing, 21(1). https://doi.org/10.5585/REMARK.V21I1.20541

Caregnato, R. C. A., & Mutti, R. (2006). Pesquisa qualitativa: análise de discurso versus análise de conteúdo. Texto & Contexto - Enfermagem, 15(4), 679–684. https://doi.org/10.1590/s0104-07072006000400017

Cassinger, C., Gyimóthy, S., & Lucarelli, A. (2021). 20 years of Nordic place branding research: a review and future research agenda. Scandinavian Journal of Hospitality and Tourism, 21(1), 70–77. https://doi.org/10.1080/15022250.2020.1830434

Chang, W. J. (2021). Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal, 123(1), 209–223. https://doi.org/10.1108/BFJ-01-2020-0014

Clouse, C., & Dixit, A. (2018). Defining Place Image. In Digital Marketing and Consumer Engagement (pp. 38–58). IGI Global. https://doi.org/10.4018/978-1-5225-5187-4.ch003

da Cunha, S. G., Luce, F. B., & Rovedder de Oliveira, M. O. (2022). Estimating Stakeholder-Based Place Brand Equity: One Place, Multiple Perspectives. Revista Brasileira de Marketing, 21(1), 208–231. https://doi.org/10.5585/REMARK.V21I1.21102

de Almeida, G. G. F., & Cardoso, L. (2022). Discussions between Place Branding and Territorial Brand in Regional Development—A Classification Model Proposal for a Territorial Brand. Sustainability (Switzerland), 14(11). https://doi.org/10.3390/su14116669

Domínguez García, M. D., Horlings, L., Swagemakers, P., & Simón Fernández, X. (2013). Place branding and endogenous rural development. Departure points for developing an inner brand of the River Minho estuary. Place Branding and Public Diplomacy, 9(2), 124–140. https://doi.org/10.1057/pb.2013.10

Donaldson, R., Toit-Helmbold, M. Du, & Bolton, A. (2021). Repositioning the Swellendam Municipal Area as a Tourist Destination: Trends, Destination Marketing and Place Branding. African Journal of Hospitality, Tourism and Leisure, 10(5), 1576–1589. https://doi.org/10.46222/ajhtl.19770720-180

Ebrahimi, P., Hajmohammadi, A., & Khajeheian, D. (2020). Place branding and moderating role of social media. Current Issues in Tourism, 23(14), 1723–1731. https://doi.org/10.1080/13683500.2019.1658725

El Damanhoury, K. (2020). Constructing place identity: ISIS and Al-Qaeda’s branding competition over the Caliphate. Place Branding and Public Diplomacy, 16(3), 265–278. https://doi.org/10.1057/s41254-019-00155-1

Foroudi, P., Gupta, S., Kitchen, P., Foroudi, M. M., & Nguyen, B. (2016). A framework of place branding, place image, and place reputation: Antecedents and moderators. Qualitative Market Research, 19(2), 241–264. https://doi.org/10.1108/QMR-02-2016-0020

Gerasimenko, V., Andreyuk, D., & Kurkova, D. (2021). Approach for management of brand positioning: Quantification of value matching between brand and target audience. Polish Journal of Management Studies, 24(1), 96–111. https://doi.org/10.17512/pjms.2021.24.1.06

Gotsi, M., Lopez, C., & Andriopouos, C. (2011). Building country image through corporate image: Exploring the factors that influence the image transfer. Journal of Strategic Marketing, 19(3), 255–272. https://doi.org/10.1080/0965254X.2011.581387

Grebosz-Krawczyk, M. (2021). Place branding ®evolution: the management of the smart city’s brand. Place Branding and Public Diplomacy, 17(1), 93–104. https://doi.org/10.1057/s41254-020-00167-2

Guedes, V. L. S., & Borschiver, S. (2005). Bibliometria : Uma Ferramenta Estatística Para a Gestão Da Informação E Do Conhecimento , Em Sistemas De Informação , De Comunicação E De. CINFORM - Encontro Nacional de Ciência Da Informação, 1–18. http://dici.ibict.br/archive/00000508/01/VaniaLSGuedes.pdf

Hakala, U., & Lemmetyinen, A. (2011). Co-creating a nation brand “bottom up.” Tourism Review, 66(3), 14–24. https://doi.org/10.1108/16605371111175294

Hanna, S., & Rowley, J. (2011). Towards a strategic place brand-management model. Journal of Marketing Management, 27(5–6), 458–476. https://doi.org/10.1080/02672571003683797

Hatch, M. J., & Schultz, M. (2002). The Dynamics of Organizational Identity. Human Relations, 55(8), 989–1018. https://doi.org/10.1177/0018726702055008181

Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7–8), 1041–1064. https://doi.org/10.1108/03090560310477654

Hudson, S., Cárdenas, D., Meng, F., & Thal, K. (2017). Building a place brand from the bottom up: A case study from the United States. Journal of Vacation Marketing, 23(4), 365–377. https://doi.org/10.1177/1356766716649228

Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing & Management, 16, 100413. https://doi.org/10.1016/j.jdmm.2020.100413

Huertas, A., Moreno, A., & Pascual, J. (2021). Place branding for smart cities and smart tourism destinations: Do they communicate their smartness? Sustainability (Switzerland), 13(19), 10953. https://doi.org/10.3390/su131910953

Janiszewska, K., & Insch, A. (2012a). The Strategic Importance of Brand Positioning in the Place Brand Concept – Elements, Structure and Application of the Positioning Statement. JOURNAL OF INTERNATIONAL STUDIES, 5(1), 9–19. https://doi.org/10.14254/2071-8330.2012/5-1/2

Janiszewska, K., & Insch, A. (2012b). The strategic importance of brand positioning in the place brand concept: elements, structure and application capabilities. Journal of International Studies, 5(1), 9–19.

Jawahar, D., & Muhammed M.K, A. (2022). Product–place image and destination brand equity: special reference to “Kerala is an ayurvedic destination.” Journal of Place Management and Development, 15(3), 248–263. https://doi.org/10.1108/JPMD-06-2020-0047

Journal of Place Management and Development | Emerald Publishing. (n.d.). Retrieved March 10, 2023, from https://www.emeraldgrouppublishing.com/journal/jpmd?distinct_id=186cdf965c93a2-0ee1d23862b51e-26031951-100200-186cdf965ca8b6&_gl=1*6hdwt9*_ga*MTY1NDgxMjg3NS4xNjc2OTE4NTU3*_ga_45RWY1YP1V*MTY3ODU4NzQxMC45LjAuMTY3ODU4NzQxMC4wLjAuMA..&_ga=2.189811496.282679255.1678587411-1654812875.1676918557

Julier, G. (2005). Urban designscapes and the production of aesthetic consent. Urban Studies, 42(5–6), 869–887. https://doi.org/10.1080/00420980500107474

Kalandides, A. (2011). City marketing for Bogotá: a case study in integrated place branding. Journal of Place Management and Development, 4(3), 282–291. https://doi.org/10.1108/17538331111176093

Kavaratzis, M. (2005). Place Branding: A Review of Trends and Conceptual Models. In The Marketing Review (Vol. 5). www.themarketingreview.com

Kavaratzis, M. (2012). From “necessary evil” to necessity: Stakeholders’ involvement in place branding. Journal of Place Management and Development, 5(1), 7–19. https://doi.org/10.1108/17538331211209013

Kavaratzis, M., & Florek, M. (2021). Special Section: The future of place branding. Place Branding and Public Diplomacy, 17(1), 63–64. https://doi.org/10.1057/s41254-020-00197-w

Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 13(1), 69–86. https://doi.org/10.1177/1470593112467268

Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity Global Edition (5th ed.). Pearson Education.

Kittur, P., & Chatterjee, S. (2021). Goods and services related brand image and B2B customer loyalty: effects of construal level. Journal of Business and Industrial Marketing, 36(1), 17–30. https://doi.org/10.1108/JBIM-06-2019-0284

Költringer, C., & Dickinger, A. (2015). Analyzing destination branding and image from online sources: A web content mining approach. Journal of Business Research, 68(9), 1836–1843. https://doi.org/10.1016/j.jbusres.2015.01.011

Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective (Vol. 9, Issue 5).

Kumar, N., & Panda, R. K. (2019). Place branding and place marketing: a contemporary analysis of the literature and usage of terminology. International Review on Public and Nonprofit Marketing, 16(2–4), 255–292. https://doi.org/10.1007/s12208-019-00230-6

Lalicic, L., Huertas, A., Moreno, A., & Jabreel, M. (2020). Emotional brand communication on Facebook and Twitter: Are DMOs successful? Journal of Destination Marketing & Management, 16, 100350. https://doi.org/10.1016/j.jdmm.2019.03.004

Lemarié, J., & Domann, V. (2019). Branding Huntington Beach, Surf City USA®: Visitors, residents, and businesses. Loisir et Societe, 42(3), 401–419. https://doi.org/10.1080/07053436.2019.1681805

Lessa, P. W. B., & Ocke, M. A. de M. (2023). EXPLORINGTHE RELATIONSHIP BETWEEN PLACE BRANDING AND TECHNOLOGY: A SYSTEMATIC REVIEW. Revista Gestão Em Análise, 12(3), 137. https://doi.org/10.12662/2359-618xregea.v12i3.p137-152.2023

Lessa, P. W. B., & Ocke, M. A. de M. (2025). Attributes that Build Florianópolis Brand Identity in the Technological Context. Journal of Contemporary Administration, 29(1), e240076. https://doi.org/10.1590/1982-7849rac2025240076.en

Lopez, C., & Balabanis, G. (2021). The influence of a country’s brands and industry on its image. European Journal of Marketing, 55(1), 27–62. https://doi.org/10.1108/EJM-06-2018-0414

Lotka, A. J. (1926). The frequency distribution of scientific productivity Author ( s ): Alfred J . Lotka Source : Journal of the Washington Academy of Sciences , Vol . 16 , No . 12 ( June 19 , 1926 ), Published by : Washington Academy of Sciences Stable URL : https://www.jst. Journal of the Washington Academy of Sciences, 16(12), 317–323.

Lu, H., Ma, W., Yang, Q., & Zhao, P. (2020). Exploring the impact of factors influencing case selection in the place branding literature from 2014 to 2018. Journal of Urban Affairs. https://doi.org/10.1080/07352166.2020.1785304

Lucarelli, A., & Berg, P. O. (2011). City branding: a state‐of‐the‐art review of the research domain. Journal of Place Management and Development, 4(1), 9–27. https://doi.org/10.1108/17538331111117133

Machado Junior, C., Souza, M. T. S. de, Parisotto, I. R. dos S., & Palmisano, A. (2016). As Leis da Bibliometria em Diferentes Bases de Dados Científicos. Revista de Ciências Da Administração, 111–123. https://doi.org/10.5007/2175-8077.2016v18n44p111

Mak, A. K. Y. (2011). An identity-centered approach to place branding: Case of industry partners evaluation of Iowa’s destination image. Journal of Brand Management, 18(6), 438–450. https://doi.org/10.1057/bm.2010.56

Mariutti, F., & Florek, M. (2022). The future pathways of place branding – Brazilian landscape. ReMark - Revista Brasileira de Marketing, 21(1), 1–8. https://doi.org/10.5585/remark.v21i1.21486

Martín-Martín, A., Orduna-Malea, E., Thelwall, M., & Delgado López-Cózar, E. (2018). Google Scholar, Web of Science, and Scopus: A systematic comparison of citations in 252 subject categories. Journal of Informetrics, 12(4), 1160–1177. https://doi.org/10.1016/j.joi.2018.09.002

Michael, N. (2023). Managing place branding: the case of the Mewar royal family. Journal of Heritage Tourism, 0(0), 1–18. https://doi.org/10.1080/1743873X.2023.2282727

Mitropoulou, A., & Spilanis, I. (2020). Towards a contemporary research agenda for island branding: developments, challenges, and dynamics. Place Branding and Public Diplomacy, 16(4), 293–303. https://doi.org/10.1057/s41254-020-00181-4

Muñiz-Martínez, N. (2023). Co-creating a city brand image based on cultural identity: the case of Cali and the Salsa music and dance scene. International Journal of Tourism Cities, 9(3), 636–655. https://doi.org/10.1108/IJTC-04-2022-0079

Murphy, J. (1990). Assessing the Value of Brands. In Long Range Planning (Vol. 23, Issue 3).

Nazzal, A., Sánchez-Rebull, M. V., & Niñerola, A. (2023). Foreign direct investment by multinational corporations in emerging economies: a comprehensive bibliometric analysis. International Journal of Emerging Markets, ahead-of-print(ahead-of-print). https://doi.org/10.1108/IJOEM-12-2021-1878/FULL/PDF

Netto, M. N. (2017). A hierarquização simbólica do Brasil na Copa do Mundo*. Sociedade e Estado, 32(1), 145–169. https://doi.org/10.1590/S0102-69922017.3201007

Nguyen Van, I., Le, T. T., & Kotaskova, A. (2023). Brand strategy, market orientation and competitive advantage. Strategic Direction, 39(9), 30–32. https://doi.org/10.1108/SD-08-2023-0096

Nogueira, S., & Carvalho, J. M. S. (2022). Unlocking the dichotomy of place identity/place image and its impact on place satisfaction for ecotourism destinations. Journal of Ecotourism. https://doi.org/10.1080/14724049.2022.2106236

Ocke, M. A. de M. (2017). O Produto Ampliado dos Lugares: Uma Perspectiva de Marketing. Revista Interdisciplinar de Marketing, 7(2), 139–155. https://doi.org/https://doi.org/10.4025/rimar.v7i2.33924

Ocke, M. A. de M., & Ikeda, A. A. (2014). Marketing de lugar: estado da arte e perspectivas futuras. Revista de Administração, 671–683. https://doi.org/10.5700/rausp1176

Ocke, M. A. de M., & Platt, A. A. (2022). Place Branding Brazil: Research Agenda and Advisory Panel for the 21St Century. Revista Brasileira de Marketing, 21(1), 29–63. https://doi.org/10.5585/REMARK.V21I1.20194

Ocke, M., Braga, D. C., & Lessa, P. W. B. (2023). Destination branding e mídias sociais. Revista de Turismo Contemporâneo, 11(3), 443–463. https://doi.org/10.21680/2357-8211.2023v11n3ID30506

Oliveira, M. O. R. de, & Luce, F. B. (2011). O valor da marca: conceitos, abordagens e estudos no Brasil. REAd. Revista Eletrônica de Administração (Porto Alegre), 17(2), 502–529. https://doi.org/10.1590/S1413-23112011000200008

Pedersen, S. B. (2004). Place branding: Giving the region of Øresund a competitive edge. Journal of Urban Technology, 11(1), 77–95. https://doi.org/10.1080/1063073042000341998

Peighambari, K., Sattari, S., Foster, T., & Wallström, Å. (2016). Two tales of one city: Image versus identity. Place Branding and Public Diplomacy, 12(4), 314–328. https://doi.org/10.1057/pb.2015.25

Peralta, R. L. (2019). How vlogging promotes a destination image: A narrative analysis of popular travel vlogs about the Philippines. Place Branding and Public Diplomacy, 15(4), 244–256. https://doi.org/10.1057/s41254-019-00134-6

Pike, S., Gentle, J., Kelly, L., & Beatson, A. (2016). Tracking brand positioning for an emerging destination: 2003 to 2015. Tourism and Hospitality Research, 18(3), 286–296. https://doi.org/10.1177/1467358416646821

Piva, E., & Prats, L. (2021). Regional destination and brand identity: The case of piedmont, italy. Scienze Regionali, 20, 83–106. https://doi.org/10.14650/97103

Place Branding and Public Diplomacy | palgrave. (n.d.). Retrieved March 10, 2023, from http://www.palgrave.com/gp/journal/41254

Porter, N. (2013). “Single-minded, compelling, and unique”: Visual communications, landscape, and the calculated aesthetic of place branding. Environmental Communication, 7(2), 231–254. https://doi.org/10.1080/17524032.2013.779291

Prebensen, N. K. (2005). Country as destination–norwegian tourists’ perceptions and motivation. Journal of Hospitality and Leisure Marketing, 12(3), 63–85. https://doi.org/10.1300/J150v12n03_05

Radosavljević, U., & Ćulafić, I. K. (2019). Use of cultural heritage for place branding in educational projects: The case of Smederevo and Golubac fortresses on the Danube. Sustainability (Switzerland), 11(19). https://doi.org/10.3390/su11195234

Richardson, G. (2008). Brand Names Before the Industrial Revolution. https://doi.org/10.3386/w13930

Ries, A., & Trout, J. (1986). Positioning: The battle for your mind. McGraw-Hill New York, NY.

Robson, P. (2021). Public relations and place branding: Friend, foe or just ignored? A systematic review. Public Relations Review, 47(5), 102096. https://doi.org/10.1016/j.pubrev.2021.102096

Rodríguez-Molina, M. A., Frías-Jamilena, D. M., Del Barrio-García, S., & Castañeda-García, J. A. (2019). Destination brand equity-formation: Positioning by tourism type and message consistency. Journal of Destination Marketing and Management, 12, 114–124. https://doi.org/10.1016/J.JDMM.2019.03.010

Rojas-Méndez, J. I., & Khoshnevis, M. (2023). Conceptualizing nation branding: the systematic literature review. In Journal of Product and Brand Management (Vol. 32, Issue 1, pp. 107–123). Emerald Publishing. https://doi.org/10.1108/JPBM-04-2021-3444

Rowley, J., & Hanna, S. (2020). Branding destinations: symbolic and narrative representations and co-branding. Journal of Brand Management, 27(3), 328–338. https://doi.org/10.1057/s41262-019-00180-8

Rua, O. L., & França, A. (2018). Linking entrepreneurial orientation to brand reputation. Global Business and Economics Review, 20(5/6), 667. https://doi.org/10.1504/GBER.2018.094451

Ruzzier, M. K., & de Chernatony, L. (2012). Developing and Applying a Place Brand Identity Model: The Case of Slovenia. SSRN Electronic Journal, 66(1), 45–52. https://doi.org/10.2139/ssrn.2194627

Sang, S. (2021). Reconstructing the place branding model from the perspective of Peircean semiotics. Annals of Tourism Research, 89. https://doi.org/10.1016/j.annals.2021.103209

Skinner, H. (2017). Business tourists’ perceptions of nation brands and capital city brands: a comparison between Dublin/Republic of Ireland, and Cardiff/Wales. Journal of Marketing Management, 33(9–10), 817–834. https://doi.org/10.1080/0267257X.2017.1313757

Styvén, M. E., Mariani, M. M., & Strandberg, C. (2020). This Is My Hometown! The Role of Place Attachment, Congruity, and Self-Expressiveness on Residents’ Intention to Share a Place Brand Message Online. Journal of Advertising, 49(5), 540–556. https://doi.org/10.1080/00913367.2020.1810594

Suna, B., & Alvarez, M. D. (2021). The role of gastronomy in shaping the destination’s brand identity: an empirical analysis based on stakeholders’ opinions. Journal of Hospitality Marketing and Management, 30(6), 738–758. https://doi.org/10.1080/19368623.2021.1877587

Swain, S., Jebarajakirthy, C., Sharma, B. K., Maseeh, H. I., Agrawal, A., Shah, J., & Saha, R. (2023). Place Branding: A Systematic Literature Review and Future Research Agenda. In Journal of Travel Research. SAGE Publications Ltd. https://doi.org/10.1177/00472875231168620

Thelander, Å., & Cassinger, C. (2017). Brand new images? Implications of instagram photography for place branding. Media and Communication, 5(4), 6–14. https://doi.org/10.17645/mac.v5i4.1053

Tsai, H. Y., Chen, H. W., Hsu, B. C. Y., & Chen, M. Y. (2022). Place image, quality of life, and behavioral intention of residents during the Dajia Mazu Pilgrimage in Taiwan. Managing Sport and Leisure. https://doi.org/10.1080/23750472.2022.2134184

Uchinaka, S., Yoganathan, V., & Osburg, V.-S. (2019). Classifying residents’ roles as online place-ambassadors. Tourism Management, 71, 137–150. https://doi.org/10.1016/j.tourman.2018.10.008

Urbizagastegui, R. (2008). A produtividade dos autores sobre a Lei de Lotka. Ciência Da Informação, 37(2), 87–102. https://doi.org/10.1590/S0100-19652008000200007

Visser, M., van Eck, N. J., & Waltman, L. (2021). Large-scale comparison of bibliographic data sources: Scopus, web of science, dimensions, crossref, and microsoft academic. Quantitative Science Studies, 2(1), 20–41. https://doi.org/10.1162/qss_a_00112

Vuignier, R. (2017). Place branding & place marketing 1976–2016: A multidisciplinary literature review. International Review on Public and Nonprofit Marketing, 14(4), 447–473. https://doi.org/10.1007/s12208-017-0181-3

Wäckerlin, N., Hoppe, T., Warnier, M., & de Jong, W. M. (2020). Comparing city image and brand identity in polycentric regions using network analysis. Place Branding and Public Diplomacy, 16(1), 80–96. https://doi.org/10.1057/s41254-019-00128-4

Wallin, J. A. (2005). Bibliometric Methods: Pitfalls and Possibilities. Basic Clinical Pharmacology Toxicology, 97(5), 261–275. https://doi.org/10.1111/j.1742-7843.2005.pto_139.x

Wang, Y. M., Zaman, H. M. F., & Alvi, A. K. (2022). Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust. SAGE Open, 12(2). https://doi.org/10.1177/21582440221102441

Zenker, S. (2011). How to catch a city? The concept and measurement of place brands. Journal of Place Management and Development, 4(1), 40–52. https://doi.org/10.1108/17538331111117151/FULL/PDF

Zenker, S., & Braun, E. (2010). The Place Brand Centre-A Conceptual Approach for the Brand Management of Places. 39th European Marketing Academy Conference. https://www.academia.edu/23309481/The_Place_Brand_Centre_A_Conceptual_Approach_for_the_Brand_Management_of_Places