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 in its early stages...

In recent decades, cities have faced numerous problems related to the accelerated process of urbanization, which leads to ecological, spatial and social consequences. At the same time, globalization destroyed productive activities and created structural problems related to unemployment. For...