2024•Place Branding and Public DiplomacyRequires access

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

Fabiana Gondim Mariutti, Vivian Iara Strehlau, John James Loomis, Eliana Herrero

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Key concepts: Place branding, Public diplomacy, Logo (programming language), Brand strategy, Nation branding, Diplomacy, Advertising, Destination marketing

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When place brand and place logo matches: VRIO applied to place branding — Research Paper | ScholarLens