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City brand governance: shaping the collaboration model

3/4.12.2014, La Rochelle (France) The second AT.Brand international workshop will be focused on governance and management in city branding.

From a governance perspective, integrated city branding is about creating, up waters, a shared working area for the diverse entities in the city targeting and interacting with different groups: visitors, investors, business, knowledge, residents. This is a response to the need of a more comprehensive and strategic communication of the city, inside and outside, representing undoubtedly a big organizational challenge.

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