Place branding and marketing and advanced regionalization in Morocco: An opportunity for strengthening investment attractiveness

The link between place branding, marketing and regionalization forms a dynamic ensemble where each element acts as a lever for the other, with the ultimate aim of contributing to place development, which remains the fundamental objective for both. In a context of decentralization or regionalization, opportunities emerge as regions can acquire greater autonomy, allowing them to design strategies and policies tailored to their specific characteristics. Conversely, a structured place marketing strategy can consolidate regionalization by attracting investments and stimulating local economic development. This interdependence creates a synergy where one catalyzes the potential of the other, resulting in positive outcomes for investment attractiveness. However, despite the progress made, Morocco can intensify its efforts to create an environment conducive to successful place marketing strategies. It is crucial to emphasize that the implementation of such a strategy by a single city or region remains insufficient. Thus, the effective realization of regionalization projects is a prerequisite for the successful adoption of place marketing, ultimately contributing to strengthening overall place attractiveness, particularly in terms of investments. From this perspective, this paper aims to examine the symbiosis between place marketing and advanced regionalization, exploring the joint implications of these two concepts on overall place attractiveness, especially regarding investment attractiveness. Drawing on an in-depth literature review and a documentary analysis of advanced regionalization and place marketing, this study provides theoretical and conceptual clarification on the interaction between these two concepts. This approach enables decision-makers to better understand their interdependence and mutual importance in enhancing investment attractiveness. Key words: advanced regionalization, place marketing, place branding, place attractiveness, investment attractiveness.