ABSTRACT
Prioritisation is crucial in place-branding and -marketing strategies, especially for positioning a place. At the policy level, choices must be made regarding the development of a place, acknowledging that territorial policies always compete with other policies. Activities carried out within these territorial policies must then be selected. Finally, specific targets must be defined, usually in line with the policies preferred by the authorities in charge of promoting the place. Prioritisation can be complex depending on the perspective, with utilitarian, egalitarian, and resilience perspectives prioritising variously cost-effectiveness, equity, fairness, or long-term economic, social, and environmental benefits. This chapter presents all these aspects, which are essential for designing effective place-branding and -marketing strategies.
