sustainability Article From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement Gaia Daldanise Institute of Research on Innovation and Services for Development (IRISS), National Research Council of Italy (CNR), 80134 Naples, Italy;
[email protected]; Tel.: +39-081-247-0995 Received: 30 October 2020; Accepted: 10 December 2020; Published: 12 December 2020 Abstract: The international debate on cultural heritage enhancement and cultural cross-overs, highlights the need to rethink the relationship between economy, society and territory by working on innovative urban planning and evaluation approaches. In recent times, the concept of “place branding” has become widespread in strategic urban plans, linking marketing approaches to the attractive features of places. The purpose of this study is to outline a holistic approach to cultural heritage enhancement for urban regeneration based on creative and collaborative place branding: “Community branding”. The methodology was tested in Pisticci—near Matera (Basilicata region, Italy)—starting from its historic center. As a multi-methodological decision-making process, Community branding combines approaches and tools derived from Place Branding, Community Planning, Community Impact Evaluation and Place Marketing. The main results achieved include: an innovative approach that combines both management and planning aspects and empowers communities and skills in network; the co-evaluation of cultural, social and economic impacts for the