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    Who owns the name of a place? On place branding and logics in two villages in Galicia, Spain

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    This article deals with the marketing strategies employed to promote the name of a place in a global context of heritage propertisation. Drawing on ethnographic fieldwork in two sites on the ‘Costa da Morte’ in Galicia, northwest of Spain, this article analyses the discourses and practices employed to commoditise place names and the strategies regarding place branding. In particular, two strategies are contemplated: first, the creation of a name to refer to a whole area, which is the case of the ‘Costa da Morte’, and, second, the name branding processes of two of the better-known villages on this coastline. Camariñas is developing a registered trademark for bobbin lace protection and the village of Finisterre is promoting the ‘End of the World’ as a tourist destination. This article focuses on the mechanisms by which place branding discourses and practices permeate various social agents and the naturalisation process of place branding structuring logics.The author(s) disclosed receipt of the following financial support for the research, authorship, and/ or publication of this article: This article is linked to the network TRAMA3, funded by CYTED, Science and Society Area; to the project ‘Heritage and Participation: A Critical Approach’ (HAR2014-54869-R), funded by the Ministerio de Economía y Competitividad, Spain; and the project NEARCH funded by the European Commission CULTURE programme. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. The work on Camariñas is part of the dissertation research conducted by Guadalupe Jiménez-Esquinas on textile crafts performed by women, its heritagisation and touristification processes from a feminist perspective, when she was part of the Institute of Heritage Sciences (Incipit. CSIC). The work on Finisterre is part of the research project ‘Processes of Heritagisation in the Camino: Santiago-Fisterra-Muxía’ coordinated by Cristina Sánchez-Carretero and funded by the Galician Government (INCITE09606181PR).Peer reviewe
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