La mise en marque des villes et des régions en France : la gouvernance comme facteur clé de succès

Abstract

In recent years, many territories in France have organized the management of the official image of metropolises or regions. Several failed, but others managed to launch them thanks to the governance set up around the Brand. The perpetuation of these brands, as a tool for collective empowerment of stakeholders, is an important challenge based on good governance. This article describes the relational dimension of economic, cultural or social agents, accompanied by the public services of the local administration and which share the quest for a territorial mobilization.