When place brand and place logo matches: VRIO applied to place branding

In an ever more interconnected global landscape, countries, regions, and cities leverage place branding as a means of remaining competitive. However, they do not always align their brand and resources adequately for competitive advantage.

Published in Social Sciences, Business & Management, and Economics

Go to the profile of Fabiana Gondim Mariutti, Ph.D.
Fabiana Gondim Mariutti, Ph.D.
Dr, FUNDACE at FEA-RP Universidade de São Paulo
When place brand and place logo matches: VRIO applied to place branding
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The main objective of this study is to examine the potential strategic directions for enhancing the attributes and development of a country’s brand based on the value, rarity, inimitability, and organization (VRIO) framework.

https://link.springer.com/article/10.1057/s41254-024-00332-x

Go to the profile of Fabiana Gondim Mariutti, Ph.D.
Fabiana Gondim Mariutti, Ph.D. (She/Her)
Dr, FUNDACE at FEA-RP Universidade de São Paulo

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Business Strategy and Leadership
Humanities and Social Sciences > Business and Management > Management > Business Strategy and Leadership
Human Geography
Humanities and Social Sciences > Society > Population and Demography > Human Geography
International Economics
Humanities and Social Sciences > Economics > International Economics

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