Like cities and nations, rural places have adopted the practice of place branding to improve their reputation and increase their competitiveness to attract residents, tourists, and consumers. This review aims to synthesize case studies of rural place branding in order to identify different types of processes applied and relating them to the contextual factors underlying their application. A typology of five rural place branding processes (PBP) is proposed, based on the existence and dominance of a focal actor, and other actors involved in the process. Six contextual factors that affect the application of the various PBP are identified: (1) type of place distinguishing between places with or without administrative power, (2) initiative referring to the difference between political/administrative, community, mixed, (3) support base for the branding distinguishing between strong political/organizational, strong community, strong identity, (4) brand purpose, i.e., competitiveness, identity, conservation; (5) target group, and (6) type of place brand referring to the difference between sectoral and integrated place brands. Patterns of the contextual factors have been identified that seem to be typical for the application of the different PBP types. The findings provide guidance to rural place managers and communities to apply a PBP that matches their specific context.

与城市和国家一样，农村地区也采用了地方品牌的做法来提高其声誉和竞争力，以吸引居民、游客和消费者。本综述旨在综合农村地方品牌的案例研究，以确定应用的不同类型的过程，并将它们与其应用背后的背景因素联系起来。基于焦点参与者和参与该过程的其他参与者的存在和主导地位，提出了五种农村地方品牌化过程 (PBP) 的类型学。确定了影响各种 PBP 应用的六个背景因素：(1) 区分有或没有行政权力的地方的地方类型，(2) 主动性是指政治/行政、社区、混合、(3) 品牌的支持基础，区分强大的政治/组织、强大的社区、强大的身份， (4) 品牌目的，即竞争力、身份、保护；(5) 目标群体，以及 (6) 地方品牌类型，指的是部门和综合地方品牌之间的差异。上下文因素的模式已被确定，这些模式对于不同 PBP 类型的应用来说似乎是典型的。调查结果为农村地方管理者和社区应用符合其特定背景的 PBP 提供了指导。上下文因素的模式已被确定，这些模式对于不同 PBP 类型的应用来说似乎是典型的。调查结果为农村地方管理者和社区应用符合其特定背景的 PBP 提供了指导。上下文因素的模式已被确定，这些模式对于不同 PBP 类型的应用来说似乎是典型的。调查结果为农村地方管理者和社区应用符合其特定背景的 PBP 提供了指导。