From Place-branding to Community-branding: a Collaborative Decision-Making Process for Cultural Heritage Enhancement

The international debate on cultural heritage enhancement and cultural cross-overs, highlights the need to rethink the relationship between economy, society and territory by working on innovative urban planning and evaluation approaches. In recent times, the concept of "place branding" has become widespread in strategic urban plans, linking marketing approaches to the attractive features of places. The purpose of this study is to outline a holistic approach to cultural heritage enhancement for urban regeneration based on creative and collaborative place branding: "Community branding". The methodology was tested in Pisticci - near Matera (Basilicata region, Italy) - starting from its historic centre. As a multi-methodological decision-making process, Community branding, combines approaches and tools deriving from Place Branding, Community Planning, Community Impact Evaluation and Place Marketing. The main results achieved include: an innovative approach that combines both management and planning aspects, and empowers communities and skills in network; the co-evaluation of cultural, social and economic impacts for the Pisticci Sustainable Urban Lab (PLUS); the writing and signing of an "urban contract" with local Municipality, research centres and PLUS hub association.