Handbook on Place Branding and Marketing

Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding global urban population, this Handbook illustrates how place branding can contribute to transforming urban agglomeration into sustainable and healthy areas.

The Chapters cover four key areas; place branding as a tool for economic development, experiences of place making, methodologies to develop place brands, and urban regeneration. Pioneering experts provide in-depth analysis on the...