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Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has devel

This cutting-edge Research Agenda for Place Branding explores ideas and debates that inform a refreshing take on the future of place branding and marketing. It

Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism resear

The widespread international interest in the Nordic region and the mobility of Nordic brand imaginaries call for more research into the global relevance of Nord

Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist