Abstract
ABSTRACT This study explores the process of place branding in identity development and is based on the Mewar royal family, who own Mewar’s heritage through descent. Qualitative data were obtained through in-depth interviews, focus group interviews, and participant observation. Through thematic analysis, a conceptual framework shows the relationship between place branding and place brand identity. The findings contribute to place branding and stewardship theories by showing that place brand leadership and efforts to protect and sustain age-old place brand values require custodians to have stewardship qualities and follow sustainable practices in shaping a place’s brand identity. The findings provide valuable lessons for current and future heritage organisations, policymakers, and internal stakeholders.
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