ABSTRACT
While every place is unique, each is invariably influenced by various actors, including inhabitants, students, companies, investors, associations, and institutions. Increasingly, recent studies have argued that these stakeholders should play a central role in the conception and design of any place brand. This chapter addresses this topic from a public-policy and place-branding point of view, highlighting the main categories of stakeholders, the role they play in the development of places, and the diverse methods that exist to stimulate their involvement. In addition, it presents the risks facing places that bypass stakeholder engagement and provides concrete cases based on the academic literature and exchanges with practitioners.
