Place branding is a popular practice all across Europe. However, its true nature and scope remain vaguely delineated in terms of both theoretical development and practical implementation. This presentation introduces the concept of place branding and relates it to the more general notion of place marketing. The presentation answers to several essential questions: What is place branding? Why is it beneficial for places? What are the preconditions necessary for its effective implementation? How can it be applied successfully in practice? The presentation uses examples of place branding practice from several European cities to illustrate the above issues.
