This paper aims to assess whether the branding of context-specific intangible assets can be associated with resilience to shocks. Linking the literature on place branding with that on local development, we explore whether the presence of brands related to natural, wine and food, and cultural-historical capital in Italian municipalities was able to mitigate the effect of the 2008 crisis. Results underline the counter-cyclical role of the wine and food sector, which, however, seems to characterise more urban areas than inner areas. This aspect should be considered in the recent policy focus on peripheral areas in Italy and the EU.
The more labelled, the more resilient? The role of place branding intangibles in Italian peripheral areas.
Compagnucci F.
;Faggian A.;Urso G.
2023-01-01
Abstract
This paper aims to assess whether the branding of context-specific intangible assets can be associated with resilience to shocks. Linking the literature on place branding with that on local development, we explore whether the presence of brands related to natural, wine and food, and cultural-historical capital in Italian municipalities was able to mitigate the effect of the 2008 crisis. Results underline the counter-cyclical role of the wine and food sector, which, however, seems to characterise more urban areas than inner areas. This aspect should be considered in the recent policy focus on peripheral areas in Italy and the EU.File in questo prodotto:
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