Abhatoo - Centre Nationale de Documentation

Place brands appear worldwide as new kind of political tool for local development at different geographical scales. This article explores the potential to create a place brand as tool for territorial development in a rural area of Morocco via a case study approach. Results show that successful place branding not only depends on place identity and local assets, but also on the macro-environment and strong partnerships. Regional autonomy, a delimitation of the target area, political unity and leadership are crucial factors. Morocco offers opportunities for place branding, but until now seems to be mainly limited by the uncompleted regionalisation and decentralisation process.