Institutes & Centers
Institute for Public Management - Place Branding
Place Branding
Brand-Based Identity Development for Sustainable and Resilient Municipalities
Institute for Public Management - Place Branding
Brand-Based Identity Development for Sustainable and Resilient Municipalities
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My cookie preferencesThe Institute for Public Management at Eurac Research develops sustainable development strategies based on strategic brand profiles, together with and for several municipalities in South Tyrol.
In times of multiple crises – from climate change and demographic shifts to economic pressure – municipalities are faced with the task of actively shaping their future. In this context, the development of a brand-based identity is becoming increasingly important. It not only helps to make a place’s uniqueness visible, but also provides orientation, strengthens community, and guides strategic decisions coherently. A strong brand is not a superficial marketing tool, but a profound instrument for sustainable and resilient community development.
The foundation of any brand development is the so-called place identity – the historically evolved, culturally and socially shaped character of a place. This identity arises from lived experiences, rituals, memories, and symbolic meanings. It is not strategically planned but is an expression of collective life practice. Brand identity, on the other hand, is the result of a conscious, strategic process. It condenses the cultural strengths and emotional meanings of a place into a future-oriented, communicable profile. The place identity is not replaced but further developed – with the goal of creating a clear self-image that has an impact both internally and externally.
The so-called BIDP Framework (Brand-driven Identity Development of Places) supports this process in three consecutive phases:
Phase 1: Analysis and Development of Brand Identity
In this phase, the place identity is systematically examined. A “microcosm” of local stakeholders – a representative cross-section of the population – works together with a core team and external consultants to identify so-called resonance patterns. These patterns reflect positive or negative experiences with the place. From these, future-oriented fields of meaning are developed, which are then condensed with the identified core competence of the place into a strategically grounded brand identity.
Phase 2: Translation into Concrete Experiences
The developed brand identity is now translated into concrete, multisensory experiences. At the center are so-called touchpoints – physical or social points of contact such as public spaces, services, or events. Through pilot projects, it is tested how the brand can be made tangible in everyday life. The goal is to make the brand not only visible but also perceptible – beyond logos or slogans.
Phase 3: Implementation, Management, and Further Development
In this phase, the brand identity is permanently integrated into the structures, processes, and behaviors of the municipality. Existing offerings and procedures are reviewed and, if necessary, adapted. A brand advisory board takes over the management and ensures that the brand remains vibrant in the long term. This ensures that the brand does not remain just a concept but becomes a tangible part of everyday life in the community.
Overall, brand-based identity development proves to be an effective tool for positioning municipalities strategically, culturally, and emotionally for the future. It combines authenticity with governance capability and creates a shared vision that provides both orientation and cohesion.
Several municipalities in South Tyrol have already participated in this process and developed a vision for the future. Below are some details about the individual projects:
Martello (German: Martell) is a small municipality in South Tyrol’s Val Venosta with 841 inhabitants (as of 2024), located at an altitude of 1,320 meters. It lies in the Martello Valley, a side valley of Val Venosta, known for its strawberries, glacier region, and its location within the Stelvio National Park. In 2012, Martello launched a project to develop its brand identity in response to negative demographic, economic, and social trends. The goal was to strengthen the community, counteract depopulation, and create a unified, competitive brand that would make living, working, and vacationing in the valley attractive and sustainable.
Martello’s Brand Identity:
The core of Martello’s brand is the idea of “cultivated authenticity” – a consciously lived balance between tradition, closeness to nature, and modern quality of life. This guiding principle summarizes the approach:
„The Martello Valley delights its residents and visitors year-round with authentic offerings and encounters rooted in the valley’s natural and original character.“
From this brand core, seven key areas of action have been defined to shape the municipality’s future profile:
Together, these elements form a clear vision for the future: Martello as a place that carefully preserves its authenticity – while also evolving it.
Project Insights
The project was led by a core working group of five people, centered around the mayor. Additionally, a microcosm of 16 local representatives was involved through workshops, supplemented by interviews with other stakeholders. Especially at the beginning, the effort was considerable – particularly in engaging skeptical voices. However, the participatory approach paid off: broad involvement enabled the development of a strong and shared identity.
Naturno (German: Naturns), located about 12 km from Merano, has 6,051 inhabitants (as of 2024) and lies at an altitude of 528 meters. Despite its popularity as a tourist destination, discontent among residents was growing: traffic issues, intense construction activity, and rising property prices led to tensions in the community. To address these developments, Naturno launched a branding project. This initiative offered an integrative approach to align the quality of life for locals with the interests of tourism and the economy. The result was the “Vision Naturno 2030+”: a widely supported strategy focused on sustainability, health, and quality of life, aimed at achieving collectively defined future goals.
Brand Identity of Naturno:
At the heart of “Vision Naturno 2030+” is the guiding principle of a natural, open, and collaboratively shaped living environment. The municipality aims to be not just a tourist destination, but above all a livable place for all generations. The brand’s core identity is summed up in the motto: “living together, naturally and openly.” This philosophy is expressed in the following central vision:
„Naturno develops into a shared village square for everyone, which gently unites and fascinates with its natural and open lifestyle. Naturno remains at the forefront of environmentally conscious development.“
Based on this self-image, seven key areas of action were defined:
Project Insights
The process was led by a steering group of four people, including the mayor, and supported by a microcosm of 48 individuals, including the entire municipal council. Despite broad participation, the project faced strong skepticism and resistance. Communication proved challenging, and publicly voiced criticism intensified the debate. Only through intensive discussions, mediation by external experts, and mutual willingness to compromise was a jointly supported final document developed and unanimously adopted.
The municipality of Tubre in Val Monastero (German: Taufers im Münstertal), with 958 inhabitants (as of 2025), is the westernmost municipality in South Tyrol and lies at around 1,200 meters above sea level in the Monastero Valley – a valley that stretches across South Tyrol and Switzerland. In 2019, Tubre began developing its brand identity. The goal was to strengthen the local economy, preserve the cultural landscape through more sustainable agricultural models, and actively involve farmers in this transformation. Due to its proximity to Switzerland, the municipality is heavily influenced by commuter traffic, which brings additional social and economic challenges.
Brand Identity of Tubre:
The project “Future Tubre 2030+” aims to shape a village that is close to nature, community-oriented, and sustainably livable. Tubre sees itself not just as a retreat for guests, but above all as an authentic living space for all generations. The brand’s core identity is summed up in the motto: “living naturally together and enjoying life with ease.” This vision is expressed in the following guiding principle:
„Residents and guests care for and enjoy the intact, unspoiled natural and cultural landscape of Taufers.“
Based on this brand core, nine key areas of action were defined:
Project Insights
The initiative was largely driven by the mayor, who, together with three members of the municipal council, formed the core working group. A microcosm of 23 relevant local stakeholders was assembled, and external experts were also involved. The project idea was positively received in the community, but there were challenges. It was particularly difficult to actively involve the broader population – especially farmers – as the project seemed too abstract to many. Nevertheless, the process was successfully advanced.
With around 12,400 inhabitants (as of 2025), Lana is one of the largest municipalities in South Tyrol. Located between Merano and Bolzano, Lana combines urban infrastructure with a rural character and is also South Tyrol’s largest apple-growing municipality – about 1% of Europe’s apple production comes from here. In 2023, Lana launched the “Vision Lana 2035+” project with the goal of further developing the municipality as an attractive place to live and connect, using natural resources sustainably, and highlighting the diversity in culture, economy, and society. Strong population growth, a high-traffic location, and changes in agriculture and society present Lana with particular challenges – but also great development opportunities.
Brand Identity of Lana:
At the heart of “Vision Lana 2035+” is the idea of a diverse, vibrant, and future-oriented living space. Lana sees itself as an attractive place to live, work, and connect – for both residents and visitors. The municipality aims to further develop its strengths in nature, culture, economy, and community, with the ambition of becoming “South Tyrol’s most attractive space for living and meeting”. The guiding principle:
„Lana inspires through shared enjoyment and innovative creation in diversity.“
From this vision, seven key areas of action were defined:
Project Insights
The branding initiative was primarily driven by the mayor and the municipal executive, who, together with representatives from administration, business, culture, and civil society, formed a project group of about 30 people – a “mini-Lana” representing the municipality’s diversity. Supported by external experts, an intensive participatory process was launched. The implementation of the vision is now in the hands of the municipal executive, which is responsible for prioritizing and realizing the measures. Since not all projects can be implemented at once, the rollout is happening step by step – some initiatives have already begun. When needed, the municipal council and citizens are actively involved in the implementation. In this way, Vision Lana 2035+ is intended to gradually become a tangible part of everyday life in the municipality.
With around 700 inhabitants, Cortina sulla Strada del Vino (German: Kurtinig an der Weinstraße) is one of the smallest municipalities in South Tyrol – and the smallest in terms of area. Nestled among vineyards and shaped by its history as an “island” during floods, the affectionate nickname “Little Venice” emerged, which still defines the village’s identity today. To preserve and shape this unique identity for the future, a sustainable brand profile was developed in 2023 in collaboration with Eurac Research. The goal was to highlight Cortina’s strengths and define concrete actions for sustainable development in line with the United Nations Sustainable Development Goals (SDGs).
Brand Identity of Cortina:
Cortina aims to be a small but forward-looking village that consciously and collectively manages its natural, social, and economic resources. It sees itself as “Little Venice” – a place that captivates through its special atmosphere, strong community, and sustainable orientation. The motto:
„Little Venice: shaping and living a healthy future together.“
The brand profile is based on the three pillars of sustainability – environment, social, and economy – with two areas of action defined for each:
Environment:
Economy:
Social:
Short distances for child and senior care: intergenerational services, care concepts, and appropriate infrastructure.
Project Insights
The sustainable brand profile was developed through workshops with a 15-member project team – a “Little Cortina” – that reflected the diversity of the village community and brought in different perspectives. The small size of the municipality allowed for direct exchange and quick coordination. Although terms like “brand” or “sustainability” initially seemed abstract, the process became tangible and engaging through concrete ideas and creative approaches. The results are now being integrated into municipal work – serving as a shared foundation for Cortina’s sustainable future.
