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Journal Article
Using Place Branding Strategy to Create Homebuyer Demand for Legacy City Neighborhoods
Leaders in legacy city neighborhoods know that when the supply of homes for owner-occupancy seriously exceeds demand, it will also be immediately apparent whether their neighborhood is a place where people with choices will choose to live. When neighborhoods fail to attract appropriate residents, neighborhood leaders often think they need a promotion strategy to improve the neighborhood?s reputation. But a promotion strategy will not work if the product?the neighborhood?is not competitive. The special challenge that legacy city neighborhoods face is that being just an adequate place to live ...