Purpose: With society’s growing environmental concern, developing a green brand identity provides cities with opportunities to enhance their competitiveness. Nevertheless, few studies have explored green city branding and specifically considered the diverse perceptions of multiple...

Purpose The purpose of this paper is to offer a perspective of brand-based analysis on green brand positioning differentiation through a network analysis approach. Design/methodology/approach This study employs centrality and distinctiveness as bases to develop a matrix framework of green brand...