Purpose – This paper deals with the importance of residents within place branding. The aim of this paper is to examine the different roles that residents play in the formation and communication of place brands and explores the implications for place brand management....

Purpose – The branding of places has gained popularity among city officials in recent years. Unfortunately, place marketers often disregard the complexity of place brands, as do their counterparts in the academic discussion: the focus repeatedly falls on the simple explorative description of...