The growth of globalization has intensified the competition among countries, cities and regions to attract various target audiences. Places need different marketing and branding strategies to gain competitive advantage and reputation. This article presents a review of extant place branding...

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...