Anholt [1] argues that the terminology used for place branding is controversial and could lead to inadequacies in its application. In the scientific literature, the concepts of territorial branding and place branding are referred to as synonyms. However, they have different meanings depending on the geographical location where they are used [2]. Place branding in Brazil translates as strategic place management, according to Keller and Machado [3], who believe branding refers to product brand management. In addition, place marketing, which is the administration of the places as companies [4], and place branding, which focuses on the image and reputation of the place [1], are also different disciplines. Therefore, management and brand do not share the same position, for they are also different from each other. According to Almeida [2], place branding is a management process, and territorial brand is the product of this management. This approach falls within the view held by Anholt [1], who states that studies on place branding are often incorrectly aligned with the definition of brand found in Marketing literature. However, the concept of place branding, currently consolidated, cannot be regarded solely as a brand, sign, or symbol since it also concerns managing the reputation and image of a place [1], contexts in which a brand is also inserted. As an example, in Portugal, place branding does not have a literal translation as it does in Brazil, being considered as both management and brand. A reader who is specialized in brands is likely to be confused by this situation because of the distinctions between the terms: brand and logo, product and merchandise, and product and management [2].

2. Place Branding and Territorial Brand

Place branding is linked to economic development, which includes tourism as a product. The territorial brand also has these two approaches, a mercantilist perspective and one linked with tourism. However, the brand of a product and the brand of a territory have differences in the way they are created, communicated, and managed. This approach was the basis of Almeida’s [2] study, more specifically, the power relations embedded in the territorial brand in the context of regional development. These are power relations that involve social actors in the use and appropriation of the territory produced by a collective group. Moreover, urban development targets the city, and regional development addresses the potentialities of regions, considering their differences and socio-spatial realities. This scenario reveals that both the place branding process and the territorial brand are involved in the urban and regional contexts in different situations. One of the origins of the process of place branding is its application and use as a business ^[1][5][1,14]. This initial use linked place branding to a capitalistic logic. However, place branding has expanded over time, becoming an interdisciplinary area ^[1][2][6][1,2,10]. Taking this approach is paramount as place branding includes other dimensions: politics ^[7][8][15,16], public diplomacy ^[1][6][9][1,10,17], and culture [2]. Territorial branding refers to the reinvention of places through the branding process ^[10][13] by using the framework of the universe of brands but in the territorial context [2]. In both cases, the territory’s identities are considered to promote the planned places both as a brand and as a product. In addition, in the Scopus and Web of Science databases, between 1926 and 2021, there are 600 entries for the terms place branding (581), territorial brand (10), territorial branding (5), marca territoriale (4), in contrast to regional development (22,178 entries). Therefore, the term regional development is standardized in the literature. While the other terms refer to the same object, they have different nomenclatures. Two scenarios are presented here: one, in which there is no standardization of terms in the specialized literature, and another, in which the differences between terms are specific, and there can be no standardization. There is evidence that these terms originated in different moments, differing from each other (regional development, in 1926; place branding, in 2001; territorial brand, in 2012; territorial brand in regional development, in 2018).

3. Territorial Brand in the Regional Development Context

The territorial brand in the context of regional development is a “[…] set of symbols, cultures, and identities transformed into distinctive signs (brands), visual, verbal, discursive or mixed (visual-discursive), in a planned or organic way, favoring the elaboration of strategies that generate power relations on, in and beyond the territory” [2] (p. 244). The territory is a space connected and planned by multiple signs (visual, verbal, discursive, and mixed). These signs can be of the territorial brand that, in Almeida’s (2018) argument, includes territorial assets (social capital, cultural capital, natural and productive capital, and institutional capital). The concept of territory is shared with the brand when using a web of power relations, which are both agreed and conflicting. However, due to the absence of territorial brand in a broader context in the interdisciplinary literature on typology, such as those concerning regional development, doubts and misunderstandings arise about its types, categories, and classifications. TA marca territorial brand, in Almeida’s, na ^[2] perspectiva de Almeida [ 2 ], considera as the strategies of social actors in the production and use of the territory from four main estratégias dos atores sociais na produção e uso do território a partir de quatro elements: brandos principais: marca, territoryório, territorialities (social actors and brand), and strategic connections. Fordades (atores sociais e marca) e conexões estratégicas. Para Aaker ^[5][ 14 ], uma brand is anmarca é um identifier ofcador de distinction betweenção entre products. According ttos. Segundo Raffestin ^[11][ 18 ], os territories areórios são determined by the power relations between social actors. In Almeida’sados pelas relações de poder entre os atores sociais. ^[2] cNoncept framework, the territorial brand has dual territoriality. Onarcabouço conceitual de Almeida [ the2 ] a marca territorial tem dupla territorialidade. Por oneum hand, thelado, a territoriality of thedade dos atores social actors, and on the other hand, the teis e, por outro, a territoriality of the branddade da marca [ 2 ^[2]]. ThEssese two dois elements together create strategic connectionsos juntos criam conexões estratégicas [ ^[12]19], btringing other uses and apazendo outros usos e apropriations to theções ao territoryório ^[10][ and13 giving] new meanings to the livede ressignificando o espaço vivido [ space20 ^[13]].

4. PColocar Tipolace Brand andogias de Marcas e Marcas Territorial Brand Typologies in the Scientific Literis na Literatura Científicature

TheO tópico place brand topicé is a concept worked out by several authorum conceito trabalhado por diversos autores ^{[1][6][14][15]}[ 1 , 8 , 9 , 10 ] e anpod can easily be found in the scientific literature ofe ser facilmente encontrado na literatura científica de revistas científicas de branding ande marketing scientific journals. However, there are many studies that. No entanto, existem muitos estudos que establish difelecem diferentes classifications, such asções, como marca de lugar superior place branding ande marca de lugar inferior place[ branding21 ^[16]], place brand identitydade ^[17],de mand placrca de lugar [ 22 ] e phyfísics, place practices, and placa de lugar, práticas de lugar e personalitydade de lugar [ 23 ^[18]]. Almeida [ 2 ^[2]] estudies place branding anda o posicionamento da marca e a marca territorial brand separatelyseparadamente. REm regardinglação à marca territorial brand, although , embora defended byida por Almeida [ ^[2]2 ], itela is not used directly but rathernão é utilizada diretamente, mas sim encapsulated in the scientific literature inda na literatura científica nas discussions onões sobre place branding in difem diferent aes áreas: urbandesenvolvimento urbano-regional development, communication, tourism, comunicação, turismo, marketing, branding, relações international relations, public cionais, diplomacy, public ia, administrationção pública, geography, urban management, and related areas. In fact, thefia, gestão urbana e áreas afins. De fato, as nomenclatures used for a as utilizadas para uma marca territorial brand are varied: place brand, city brand, são variadas: marca de lugar, marca de cidade, marca de territory brand, nation brand, country brand,ório, marca de nação, marca de país, marca regional brand, city branding, city , marca de cidade, marketing, tourism brand, city promot de cidade, marca de turismo, marca promocional brand, and othersde cidade e outras [ 1 ^{[1][6][14][15][19][20][21][22]}, 5 , 6 , 7 , 8 , 9 , 10 ,11 ]. ThiEssa diversity ofdade de denominations isções é justified by the spatial scales thatcada pelas escalas espaciais que serve as parameters for thesem de parâmetros para essas nomenclatures (country, nation, stateas (país, nação, estado, region, islandão, ilha, porto, territory, square, and streetório, praça e rua).