Location, location, location: how to invest effectively in the improvement of location identity

The purpose of this research was to design a conceptual framework to support investment decisions in place branding. In order to construct this framework, this research focused on the factors affecting, both positively and negatively, location identity and place branding. Additionally, the research focused on the different roles in the place branding process. The findings of the first three parts served as input to determine the effectiveness of investing in location identity.