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.
- 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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