Intro
Acknowledgements
Disclaimer
Contents
Introduction to an Insiderś Guide to Place Branding
Part I: Place Branding Essentials
Understanding Place Branding
What Is a Place Brand?
What Is Place Branding?
How Place Branding Differs from Private Sector Branding
How Place Branding Differs from Place Marketing
Why Engage with Place Branding: How Useful Is It?
Keys for Place Branding Success
Why Do Many Place Branding Projects Fail?
Misconceptions About What Place Branding Is About
Political or Institutional Instability and Lack of Leadership

Insufficient Funding
Insufficient Stakeholder Engagement and Collaboration
Place Brand Proposition Is Not Representative
Keys to Place Branding Success
Educate and Communicate
Leadership: Involve the Right Partners and Stakeholders
Ensure Adequate Funding
Ensure Brand Authenticity Through Involving the Local Community
Measure and Monitor Success!
How to Measure Place Branding Effectiveness and Impact
Be Clear About What to Measure, by Setting KPIs
Take Your Time for Determining Branding Effectiveness and Impact
Use Rankings for Benchmarking

Monitor Changes in Perception and Emotions Towards Your Place
Determine Internal Buy-in
How Place Branding Can Contribute to a Better World
Overtourism: How Place Branding Can Help
Climate Emergency: How Can Place Branding Help to Address It?
Place Branding as Facilitator of Peace and Harmony
Place Branding: The Future
Trends Impacting Place Branding Practice
From Place Promotion to Placemaking and Management
Sustainability
Stronger Collaboration Within and Across Places
Focus on Attracting Talent-and Making Sure It Sticks Around
Focus on Values and People

Digital Transformation
Research Priorities: Questions to Be Answered
Part II: Interviews with Experts
Adam Mikolajczyk on Meaningful City Branding
Dr. Andrea Lucarelli on the Politics of Place Branding
Andrew Hoyne on Placemaking and Place Branding in Australia
Anupam Yog on Place Branding and Placemaking in India
Aparna Dutt Sharma on India, Nation Branding and Investment Promotion
Bill Baker on Destination Branding for Small Cities and Regions
Bill Geist on the Future of Destination Marketing and DMOs
Buck Song Koh on Brand Singapore and Successful Nation Branding

Caio Esteves on Place Branding in Brazil and Latin America
Dr. Cecilia Cassinger on City Branding and Sustainability in the Nordics
Dr. Cecilia Pasquinelli on Urban Competitiveness and Cultural Economy
Christopher Hire on Strong City Brands and Data-Led Innovation
Ed Burghard on Economic Development and Brand America
Dr. Eduardo Oliveira on Place Branding and Strategic Spatial Planning
Dr. Efe Sevin on Exurban Place Branding
Erling Fossen on Oslo, City Brand Reputation and Sustainability
Dr. Gary Warnaby on City Marketing and Retail Destinations