Maria Cerreta, Gaia Daldanise


At European, national, regional and local level, several strategies are related to culture-led regeneration: creative reuse of common goods, new cultural districts, place branding for cultural heritage. In this scenario, the research aims at responding to a yet open question in culture-led regeneration policies: how a cultural and creative process for an iconic cultural heritage could implement inclusive strategies of urban regeneration through evaluation processes? The paper explains the “Community Branding (Co-Bra)” approach able to combine cultural values, creativity, management models and multi-criteria/multi-group evaluation methods for a culture-led regeneration strategy. Within the framework of Matera ECoC 2019, the Co-Bra method was tailor-made on Pisticci (MT) case study, experimenting a creative community for urban regeneration, starting from the historic centre valorisation: so-called “PLUS hub” - Pisticci Sustainable Urban Lab. The key results of this action-research path are achieved especially in combining economic, social and cultural resources to ensure the sustainable and competitive advantage for local development.


Community branding, Culture-led regeneration, Community Impact Evaluation, Cultural and Creative Enterprises

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 ISSN Online 2421-3187

This work is licensed under a Creative Commons Attribution 4.0 International (CC BY 4.0)