The theoretical development of place branding is in its early stages. The most important contributions so far have come from publications ‘translating’ insights, methods and tools from corporate branding theory to places and cities in particular. Obviously, an academic field...

Cities throughout Europe are increasingly importing the concept and techniques of product branding for use within place marketing, in pursuit of wider urban management goals, especially within the new conditions created by European integration. However, there is as yet little consensus about the...

The re-branding of places whose existing brand image has become for various reasons inappropriate or ineffective poses particular challenges to the marketing of major multifunctional cities. The position of Amsterdam as the national cultural capital and major international cultural centre has...