Place Brand Theory: Brand Legitimacy

Further to the importance of brand integrity, credibility and authenticity, brand legitimacy is a concept whose significance is growing, especially in connection with political and business actions and (lack of) leadership in the place branding context.

Learn about:

  • Legitimacy: what it is and why it matters;
  • How legitimacy differs from reputation;
  • Legitimacy gaps and why you should avoid them;
  • Place brand legitimacy, and how political and business leaders influence it.

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