Understanding place brand value for stakeholders: proposition of a management tool[Appréhender la valeur d’une marque territoriale pour des parties prenantes : proposition d’un outil managérial]

Place brands have a number of particularities due to, amongst others, the diversity of involved stakeholder groups. In this article, we present an evaluation model and a management tool for the value of place brands for various stakeholders Results from the case study of the Sud de France brand in the Languedoc-Roussillon region allow identifying the perceived or expected benefits for each of the principal stakeholder groups. Criteria for evaluating the value for each group are proposed in form of a scorecard and a management tool which will allow the place brand manager to measure the performance of the brand and to regularly control its match with the expectations.