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Regular version of the site

Book chapter

City Heritage and Place Brand Architecture: The Case of St. Petersburg, Russia

P. 80-82.
Zelenskaya E., Elkanova E.

The article discusses the problem of place brand architecture based on heritage of a place. The authors claim that the wide-spread approach when place is promoted as a unified single brand for various tangible and intangible assets it possesses, may lead to inevitable generalization in brand identification and exclude some valuable stakeholders from branding processes.