Graduated in Architecture, University of Naples Federico II, PhD in "Evaluation Methods for the Integrated Conservation of Architecture, Urban and Environmental Heritage", Maria Cerreta is professor of Environmental Assessment and Evaluation, Department of Architecture (DiARC), University of Naples "Federico II", Italy, Director of the Advanced Course in "Real Estate Market and Urban Regeneration", Coordinator of the Second Level Master in "Planning and Sustainable Design of the Port Areas", and member of the PhD Program in Architecture, DiARC, University of Naples "Federico II". She has been senior researcher and coordinator of research projects and is actually involved in EU project Horizon 2020 “REsource Management in Peri-urban Areas: Going Beyond Urban Metabolism” (REPAiR). She is also the author of several papers and editor of a book with Springer. Her research work is mainly oriented to hybrid assessment of sustainability issues, Multi-Criteria Analysis and Multi-Group Analysis in collaborative and interactive decision-making processes for urban design and spatial planning.
Starting from the experience carried out for Matera ECoC 2019, the paper concerns the urban regeneration issue in an interdisciplinary complex decision-making context where the tools of Place branding, Community Planning, Community Impact Evaluation, and Place Marketing interplay. The methodological approach, named “Community Branding (Co-Bra)” was tested with the case study of Pisticci (MT), the third-largest town in Basilicata (Italy). An evaluation process, focused on the recognition of social, economic and cultural resources and activation of innovative creative synergies was implemented for providing strategies of cultural heritage enhancement and community network by a “community hub”, called “PLUS – Pisticci Laboratorio Urbano Sostenibile” (Pisticci Sustainable Urban Lab).