Values of Diversity and the Issue of Place Branding

The report is available in the author's edition.

The article focuses on the problem of understanding the brand, which is essentially equal to the concept of a standard when it has high success in certain territories. But the problem is the existence of a temptation to implement these standards in qualitatively different environments in order to have the desired outcome. Such decisions have very high risks since there is a disregard for value ground of community development, its sustainability and productivity. 

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