ABSTRACT
A strategy is composed of successive stages that include the analysis of the initial situation, the definition of objectives, the design of a clear plan, the selection of instruments to reach the goal set, and an assessment of the resources available and needed. This chapter provides information on the development of a place-branding strategy through two main approaches: the holistic and the normative approach. It presents examples of places that have adopted a strategic vision for their development and promotion. It also provides different scenarios and discusses the diverse prioritisation perspectives for places, depending on their image, objectives, and groups targeted by the attractiveness strategy.
