SUMMARY
The theme of this first PMF19 conference was the revitalization of city centers. After an introduction by Marc MARYNOWER (Co-Founder of Agence MMAP), award-winner Richard GUINEY (CEO of Dublin Town) explained his branding approach in the redevelopment district of Dublin One. Geraldine MICHEL (Professor at IAE Paris and Director of the Brands and Values Chair) took part in the round table discussion that followed, moderated by Pascal SAC (Head of Communications and Territorial Marketing at SAU Bruxelles - Capital).
Key words: Branding, revitalization, city center, experiences, consumption, urban planning, Dublin
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