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ABSTRACTThis paper proposes a new interpretation of place brand as a multilevel threshold public good (MTPG) produced by the interaction of narratives from different geographical levels. Using an original dataset of Google trends and tweets from Italian provinces and regions, we test the hypothesis that place branding has a multilevel structure. We further test the MTPG framework applied to place branding, showing that place branding is influenced by different geographical levels which can trigger a spillover in terms of attractiveness if they contribute to crossing a threshold point. The results confirm the presence of a provision point in place branding, showing that the proposed MTPG framework fits the phenomenon. This article contributes to the literature on place branding and brands by providing a new lens through which to interpret the phenomenon, which may be useful for a better understanding and measuring of the interaction of branding strategies operating at different spatial scales.