Purpose – The purpose of this paper is to deal with the widely acknowledged gap between place branding theory and practice. It makes a direct attempt to address fundamental questions regarding the relationship between place branding scholars and practitioners. The article reports on the...

Purpose The main aim of this paper is to develop a holistic understanding of place branding and reflect on its practical value and implications, by drawing evidence from the rebranding process of three UK towns (Alsager, Altrincham and Holmfirth) that participated in the HSUK2020 project....