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The traditional view of the process of value creation suggests that it occurs inside the firm through its activities or resources. However, there are special cases where firms create value using external shared resources, e.g. a territorial brand. The purpose of this study is to demonstrate how the combination of both internal and external resources co-create value in wine regions.

An in-depth case study of nine firms covering different co-creation processes in Champagne, France. The selection of interviews was designed to cover the diversity of firms within the area with different market positioning. Most firms in the region have been selling champagne for more than 50 years, so they have established long-standing relationships with their markets.

While there is only one value, Champagne, firms create many different values based on owners’ perceptions with diverse effects on the process of value co-creation in the territorial brand. Some firms have strategies which could deteriorate the value of shared resource. This threat needs institutional changes with unknown consequences on the territorial brand.

The research only involved one case study with a highly developed territorial brand system. There are multiple wine regions that have considered managing either implicitly or explicitly their shared strategic resources (e.g. a territorial brand). Consequently, the findings may not be applicable to all wine regions but it can provide a “gold standard” for regions and wineries that do not realize the impact that their value creation actions can have on the wine region.

Collective management of shared strategic resources, such as a territorial brand, can be a powerful action to sustain competitive advantage rather than individual actions to develop individual brands. However, it can work only with an institutional organization managing the collective process.

The paper offers lessons from a comprehensive and well-known case study where resource bundles co-create value with a territorial brand.

The aim of this study is to consider how key actors in a territorial brand view the creation of value, and how it is balanced between the territorial and individual brands – using champagne as a means of exploring this.

The project was exploratory and a qualitative process involving interviews with key actors in the region was adopted.

Members of the champagne industry adopt a range of views about the nature of value, focusing on image, reputation and perceived quality, but varying between an individualist approach (which considers that value creation lies with the proprietary brands) and a more collectivist perspective, which considers it is predominantly the result of the territorial brand.

Research into the organisation of territorial brands is just beginning; while merely exploratory this research suggests that issues around value merit further consideration.

Actors within a territorial brand need to clearly negotiate how they view value in order to maintain coherence and a common message. They may also need to pay more attention to issues around brand co-creation.

No research in this precise field has previously been carried out and this study highlights variations in the perceptions of key actors within a territorial brand.

Building on Walter Benjamin's philosophical reflections on aura and authenticity, this article aims to conceptualise and theorise brand aura.

This article extends understanding of brand aura within the management, marketing and tourism literature with reference to Benjamin's framing of aura and authenticity in time and space.

Within a Benjaminian framework this article theorises brand aura and offers a conceptualisation of the antecedents of brand aura. It explores the duality of what is termed here as artefactual authenticity and existential authenticity. It illustrates the central role of consumers' mémoire involontaire in the realisation of brand aura. Within this Benjaminian framework, the article explores how artefactual authenticity is preceded by brand essence, while existential authenticity precedes brand essence. Implications for the management of the service encounter are discussed with reference to territorial legitimacy and historical testimony in the context of the firm's role in supporting consumer experiential engagement.

This article advances theoretical understanding of how consumers engage experientially with brand aura and how firms curate brand aura.

This paper aims to analyse the implications in terms of economic promotion and local development that ensue from the implementation of a strategy of agrarian branding in five municipalities in the Baixa Tordera region (Catalonia, Spain).

The research follows a case study logic. First, five focus groups were designed and distributed by sectors of activity. Second, six in-depth interviews were scheduled with opinion leaders from the region. Finally, a survey open to all inhabitants was set up on the town councils’ websites.

The brand understood as a device removed from the connotations of indiscriminate marketing should guarantee the following elements in its deployment and implementation: knowledge, recognition, complicity, development and denomination of origin.

This research contributes to improve the management models of agrarian spaces, but it also helps expand the research background on studies on agrarian branding.

The place brand must become something close to a denomination of origin that, informally, invites us to define the future of this agrarian area. It therefore also affects the complexity of the planning and development of this area which, from now on, must necessarily be supramunicipal. In this way, the brand needs to offer a holistic vision of the region to all the agents that work in the strategic and urban planning of the five municipalities under study.

Many Olympic cities are faced with the challenge of converting various remaining infrastructures after the Games have been held. These infrastructures, often imposing and highly specialized, require local actors to innovate and engage in an urban renewal process that can be very complex and expensive when trying to give them a second life as tourism sites. The paper aims to discuss these issues.

Based on an online survey administered to international travellers (n=5,553) and 36 semi-structured interviews with local stakeholders, this study shows that the Olympic Park, mainly through the stadium, has international recognition.

However, the sustainability and development of these attractions will need a major overhaul with its welcoming amenities and the integration of the surrounding neighbourhoods in the regeneration plan.

Among these facilities, we have the Montreal Olympic Stadium, which is often identified as the architectural jewel of the games and is used as an urban flagship in tourism development strategies. This situation raises several questions not only in the field of tourism, but also the fields of urban studies, leisure and sociology. This paper will examine the case of the Olympic Park in Montreal and its urban regeneration concepts and place branding that have been integrated into the tourism strategies since the early 2000s.

This paper aims to understand the motivations driving cooperative behaviour between heterogeneous stakeholders in place-branding activities, focusing on contract-based and relation-based cooperation constructs.

The longitudinal case study method is used to help understanding how the investigated network has evolved over four years from an attempt to build a regional umbrella-brand to a network contract between 13 enterprises.

The findings suggest that the relationships of trust and shared values among stakeholders are essential to foster cooperation, but also that contract-based governance complements a relation-based governance, enhancing the performance of the alliance.

The main limitation is related to the case study methodology, as results are strongly dependent on the specific characteristics of the stakeholders and the geographical area analysed.

The role of stakeholders in building a place brand is increasingly important. When analysing cooperative behaviour drivers, more attention should be paid to such intangible assets as social, human, relational and organisational capital.

This longitudinal case study emphasises that for success in place-branding activities, contract-based cooperation can be particularly useful at the beginning of a network alliance, while relation-based cooperation ensures the strength and continuity of the partnership but it takes time to develop. Responsible leaders, working as relationship facilitators/enablers, are important to keep network members engaged, by creating trust and favouring mutual beneficial relationships between stakeholders.

This paper aims to draw up the state of scientific knowledge in the field of Formula 1 with relation to tourism and urban studies.

This study is based on a systematic review of the scientific literature regarding this issue. Using targeted keywords and the analysis of various documentary databases, 8,075 references were identified and 40 documents were analyzed in an exhaustive manner.

This study presents a very nuanced portrait of the urban and tourism impacts of Formula 1 on the host territories. In many of the studies analyzed, a gap may be noted, sometimes flagrant, between the development goals of the promoters of these mega-events and local realities. This study also highlights the fact that Formula 1 has established itself as a sports events industry that can renew and enhance the brand image of certain cities.

Very few recent studies have exhaustively reviewed the scientific literature published in English and French with regard to the field of Formula 1 from a tourism and urban perspective. This study makes it possible to identify the main analytical findings and research perspectives resulting from this scientific work while discussing them using a theoretical framework related to the hypermodern character of different societies.

The brand identity–image gap is a well-known marketing field. However, very little academic work has been done within the wine industry regarding collective brands. With the aim of filling this gap, this paper analyzes and describes the relationship between identity and the image of Bordeaux wines. It is intended as a collective wine brand.

From a positivist–functionalist perspective, a 45-question survey has been administered online to N = 53 internal brand operators (winery owners or managers) and to N = 655 external consumers (mainly focusing on 18–25 year-old segment). Nonprobabilistic sampling techniques have been used. Questions were structured within a semantic opposition.

Data analysis has shown that the nine-dimension model (physical, personality, culture, self-image, reflection, relationship, positioning, vision and heritage) is capable of collecting a richer and more pertinent set of information concerning the brand identity; statistically significant gaps have been found in 25 out of 45 items; counterintuitively, the consumers have a very different opinion about the brand compared with existing ideas. Direct implications are that internal brand operators may suffer from imposter syndrome; information asymmetry may play a central role in brand perception; and the brand lacks symbolic and inspirational functions.

Providing an original model to analyze and evaluate the brand identity–image gap, specifically adapted for collective wine brands, this work contributes to the literature by increasing the knowledge about brand identity issues.

The purpose of this study is to validate an explanatory structural equation model for the evaluation of territorial branding tourism policies for local development and its application in cities in Mexico and Colombia.

A sample was calculated for finite populations of residents in the municipalities of Girón Santander, Colombia and El Fuerte, Sinaloa, Mexico, of 125 individuals for each locality, in total, 250 individuals. The study includes three latent variables, which in turn constitute three models (Model 1: State and Public Policies; Model 2: Territorial Brand for Development; Model 3: Local Development) to explain the multiple relationships with the observable variables. The results were analyzed by using IBM AMOS software (SPSSS Extension), using the maximum likelihood method.

Multiple relationships between the variables were evident, with excellent to acceptable indices. Model 1 (CMIN/DF = 1.742; CFI = 0.948; RMSEA = 0.057; PClose = 0.059) Model 2 (CMIN/DF = 1.528; CFI = 0.921; RMSEA = 0.073; PClose = 0.044). Model 3 (CMIN/DF = 3.210; CFI = 0.951); RMSEA = 0.057; PClose = 0.049), obtaining an adequate fit. The correlations between the variables reveal that the tourism policy is weak in both contexts, in its implementation in terms of the participation of residents in decision-making with respect to the management of the policy and in the lack of education and training of collaborators/workers to provide a better tourism service.

It was possible to establish that the measurement model is applicable in the municipalities of the two countries by considering the similarities in tourism policies, as well as the differences (social, cultural, political and economic), but with a need for explicit articulation between the pillars of the territorial brand with the legitimized public policy.

This study contributes to the generation of new knowledge in relation to territorial branding from residents, within the framework of a tourism policy, allowing to establish its limitations in terms of implementation.

The purpose of this paper is to propose an initial, exploratory and tentative theoretical construct related to the current consumption of landscape as a key symbolic and physical element in territorial representation and evocation, and for the deployment of place branding strategy. It constructs a line of argument to support what shall be referred to as “landscape branding”, that is, the paradigmatic role of landscape in place branding. It is, therefore, of interest to define the value of landscape as a social and cultural construction, which is why the paper awards importance to the specific analysis of their capacity for visual and/or aesthetic evocation within the context of a general branding strategy for geographical spaces.

To develop a sufficient proposal for sustaining “a theory of landscape branding”, the paper deploys a meta-analysis, that is, an extensive review and interpretation of the literature related to visual landscape and place branding, to propose a tentative initial approach to landscape-infused place branding theory.

The relationship existing between landscape images and texts and their possible situating and subsequent interpreting within the context of the political, cultural and economic logics of contemporary society give rise to a renewed analytical framework for cultural geographies (Wylie, 2007). At this point, place branding becomes a recurring argument for the consumption of carefully staged places, representing, to use Scott’s terms (2014), the arrival of a cognitive-cultural capitalism characteristic of post-Fordism.

From a practical perspective, the landscape branding approach provides several benefits. First of all, regardless of the fact that many commentators have argued that logos, slogans and advertising campaigns are relatively ineffective in place branding, practitioners still seem to be focussed on these visual design and advertising tools. The landscape branding approach facilitates an identity-focussed perspective that reconfirms the importance of linking reality with perception and hence reinforces the need to link place branding to policy-making, infrastructure and events.

Landscapes’ imageability facilitates visual storytelling and the creation of attractive symbolic actions (e.g. outdoor events/arts in attractive landscape and augmented reality or landscaping itself). This is the type of imaginative content that people easily share in social media. And, of course, landscape branding reiterated the importance of experience. If policymakers and publics alike understand this considerable symbolic value of landscape, it might convince them to preserve it and, hence, contribute to sustainability and quality of life.

The novelty lies not in the familiar use of visual landscape resources to promote places, but in the carefully orchestrated construction of gazes, angles, representations, narratives and interpretations characteristic of geographic space, which somehow hijack the spontaneous gaze to take it to a certain place. Everything is perfectly premeditated. According to this, the visual landscape represents a critical point as a way of seeing the essence of places through a place branding strategy. In this sense, that place branding which finds in visual landscape a definitive argument for the projection of aspirational places imposes a new “way of seeing” places and landscape based on a highly visual story with which to make a particular place desirable, not only for tourism promotion purposes but also with the intention of capturing talent, infrastructures and investment, among other objectives.