Rethinking Place Branding: Comprehensive Brand Development for Cities and Regions

Kavaratzis, Mihalis; Warnaby, Gary; Ashworth, Gregory J.

As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and evidence-based approach. Contributions by world-leading specialists explore a series of crucially significant issues and demonstrate how place branding will contribute more to cultural, economic and social development in the future. The theoretical analysis and illustrative practical examples in combination with the accessible style make the book an indispensable reading for anyone involved in the field.​

Details

Published by: Springer

Publication Date: 2016-09-10

Format: Paperback

ISBN-13: 9783319343532

DOI: 10.1007/978-3-319-12424-7

Dimensions: 235cm x155cm

Pages: 248