Abstract:

City branding is at the crossroads of several disciplines: marketing, urban policies and public management. The purpose of this study is to examine whether territory is a product to promote. In the first part, we highlight the specificities of the place to be taken into consideration in the context of place marketing. Then, in the second part, we tackle the experiences of some territories that have invested in a marketing approach and have place brands. The study of Casablanca's experience in city branding is presented in the third part.