The purpose of this paper is to examine how a
humanistic view of management and marketing is reflected in place branding of a
rural community offering value propositions in a stakeholder friendly and
ethical way. The research builds on the identity-based place
branding theory and the contemporary marketing discourse, service dominant
logic, emphasizing the dialogue between place branding stakeholders. In the
empirical part of the research, the prerequisites for collaboration among the
stakeholders in a rural community are discussed and the section also presents
an ethical and humanistic view of stakeholders, signifying the importance of
ethical value propositions in place branding.