Areas discussed include the status of place branding, the relevance of corporate branding, building community or selling place, innovative formats, personality association as a part of place branding, and place brand management. Chapters explore both the theoretical and case studies that frame the issues in a variety of economic, cultural, and geographic contexts.
Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in their agenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field. 