Few studies have looked at the interaction of place branding practices of geographically linked places. Moreover, the different administrative contexts of the linked places and the resulting different place branding approaches have not been taken into consideration. This study provides insight on the interactions of the brands and branding initiatives of higher-level administrative rural places and lower-level places within their territory. A qualitative study was conducted based on the cases of three Danish municipalities and eight smaller places within them. Although none of the vertically linked places under investigation had applied a strategic approach to manage place brand architecture, four archetypes of interaction between the place brands at the different vertical levels are identified. The findings provide guidance for place branding officials and others involved in the initiatives regarding the role the higher-level place brand can play in the lower level’s place branding, while making the lower level aware that their place branding should also focus on building good reputation towards the higher-level place. The study further reveals challenges regarding the strategic implementation of place brand architecture and highlights important areas for future research on the topic.

很少有研究研究地理链接地点的地点品牌实践之间的相互作用。而且，没有考虑链接地点的不同管理环境以及由此产生的不同地点品牌化方法。这项研究提供了有关品牌互动以及其所在地区的高层行政农村地区和低层地方的品牌倡议的见解。根据三个丹麦城市和其中八个较小地方的案例进行了定性研究。尽管所调查的垂直链接场所中没有一个应用战略方法来管理场所品牌架构，但是可以确定在不同垂直级别的场所品牌之间进行交互的四种原型。研究结果为场所品牌官员和其他参与倡议的人员提供了指导，这些信息涉及更高级别的地方品牌在较低级别的地方品牌中可以扮演的角色，同时使下层意识到他们的场所品牌也应着重建立良好的声誉，更高层次的地方。该研究进一步揭示了在地方品牌架构战略实施方面的挑战，并强调了该主题未来研究的重要领域。