“…It involves strategic marketing and communication efforts aimed at positioning the place in the minds of its target audience and differentiating it from competitors. Place brand management encompasses various competitive attributes, including cultural heritage, natural landscapes, infrastructure, services, and the overall experiences and perceptions associated with the place HATCH, 2013;OCKE;PLATT, 2022;LIMA et al, 2022;JAIN et al, 2022;ASHWORTH, 2005;OCKE;PLATT, 2022), the professionals responsible for the place brand (e.g., policymakers or entrepreneurs) started to engage with concepts from business such as marketing and management (BJÖRNER; ARONSSON, 2022), actions observed since the 1980s (PEDERSEN, 2004). Thereby, new strategies are developed to attract people for either leisure or work (BARKUN;GLIŃSKA;DĘBKOWSKA, 2021;BLUE, 2021;CLEAVE;ARKU, 2017), adding value to the place and showing other areas how inviting it is (CRISTÓFOL; CRUZ-RUIZ; ZAMARREÑO-ARAMENDIA, 2021).…”