%0 Journal Article
%T Who owns the name of a place? On place branding and logics in two villages in Galicia, Spain
%A Cristina S¨¢nchez-Carretero
%A Guadalupe Jim¨¦nez-Esquinas
%J Tourist Studies
%@ 1741-3206
%D 2018
%R 10.1177/1468797617694728
%X This article deals with the marketing strategies employed to promote the name of a place in a global context of heritage propertisation. Drawing on ethnographic fieldwork in two sites on the ¡®Costa da Morte¡¯ in Galicia, northwest of Spain, this article analyses the discourses and practices employed to commoditise place names and the strategies regarding place branding. In particular, two strategies are contemplated: first, the creation of a name to refer to a whole area, which is the case of the ¡®Costa da Morte¡¯, and, second, the name branding processes of two of the better-known villages on this coastline. Camari£¿as is developing a registered trademark for bobbin lace protection and the village of Finisterre is promoting the ¡®End of the World¡¯ as a tourist destination. This article focuses on the mechanisms by which place branding discourses and practices permeate various social agents and the naturalisation process of place branding structuring logics
%K Camari£¿as
%K Costa da Morte
%K Finisterre
%K heritage
%K names
%K place branding
%U https://journals.sagepub.com/doi/full/10.1177/1468797617694728