SUMMARY
In the space of eight years, the city of Berlin has created its own image and brand thanks to the " Be Berlin " campaign. But above all, it is a model of success, firstly through the involvement of citizens, celebrities and industrialists in its campaign, and secondly through the organization of its " Berlin Partner " network.
Keywords : ambassadors, attractiveness, branding, economic development, governance, innovation, territorial brand, mobilization of players, ambassador strategy
Illustration : Adobe Stock - @JFL Photography © / "Berlin Partner" logo
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