ABSTRACT
The purpose of this chapter is to examine how a humanistic view of marketing is reflected in place branding of a community offering value propositions in a stakeholder-friendly and ethical way. The research builds on the identity-based place branding theory and the contemporary marketing discourse, service-dominant logic, emphasizing the dialogue between place branding stakeholders. In the empirical part of the research, the prerequisites for collaboration among the stakeholders in a rural community are discussed, and the section also presents an ethical and humanistic view of stakeholders, signifying the importance of ethical value propositions in place branding.
