An Insider's Guide to Place Branding

Introduction to an Insider's Guide to Place Branding.- Place Branding  Essentials: Understanding Place Branding.- Keys for Place Branding Success.- How Place Branding Can Contribute to a Better World.- Place Branding: The Future.- Interviews With Experts: Adam Mikolajczyk on Meaningful City Branding.- Dr. Andrea Lucarelli on the Politics of Place Branding.- Andrew Hoyne on Placemaking and Place Branding in Australia.- Anupam Yog on Place Branding and Placemaking in India.- Aparna Dutt Sharma on India, Nation Branding and Investment Promotion.- Bill Baker on Destination Branding for Small Cities and Regions.- Bill Geist on the Future of Destination Marketing and DMO's.- Buck Song Koh on Brand Singapore and Successful Nation Branding.- Caio Esteves on Place Branding in Brazil and Latin America.- Dr. Cecilia Cassinger on City Branding and Sustainability in the Nordics.- Dr. Cecilia Pasquinelli on Urban Competitiveness and Cultural Economy.- Christopher Hire on Strong City Brands andData-Led Innovation.- Ed Burghard on Economic Development and Brand America.- Dr. Eduardo Oliveira on Place Branding and Strategic Spatial Planning.- Dr. Efe Sevin on Exurban Place Branding.- Erling Fossen on Oslo, City Brand Reputation and Sustainability.- Dr. Gary Warnaby on City Marketing and Retail Destinations.- Günter Soydanbay on City Branding, Turkey and Psychology.- Gustavo Koniszczer on Country Branding in Latin America.- Dr. Heather Skinner on Responsible Tourism, Corfu and Place Branding.- Dr. Hila Oren on Placemaking and City Branding in Tel Aviv.- Hjörtur Smárason on Place Branding, Future Cities and Brand Africa.- Dr. Hong Fan on City Branding in China and Public Diplomacy.- Inga Hlín Pálsdóttir on Destination Branding and Iceland.- Dr. Irina Shafranskaya on City Happiness and Place Branding in Russia.- Jaume Marín on Destination Branding and Social Media.- Jeannette Hanna on Creating Authentic Place Brands.- Jeremy Tamanini on Dubai, the Green Economy and Country

Florian Kaefer is the founder and editor of The Place Brand Observer (PlaceBrandObserver.com), the leading online magazine and knowledge hub on place reputation and the branding of cities, regions, destinations and counties. Florian is an accredited journalist (Germany) and holds a PhD in Management Communication from the University of Waikato, New Zealand.

"The book reflects Dr. Kaefer's unique approach and background to place branding ... . For scholars and students, the book presents a comprehensive overview of what the field has been about and has developed in the last decade. For practitioners, the book has the potential to be a reference resource for the years to come." (Efe Sevin, Place Branding and Public Diplomacy, Vol. 19 (3), 2023)

"Kaefer synthesises the perspectives of numerous experts from around the world to give a broad stroke perspective of place branding in the 2020s, before collating an anthology of interviews with place branding experts from around the world to offer a deep-dive into key topics and insights outlined earlier. A great reference book to have at your side to dip in to when you're looking for more information on a particular topic or challenge." (citynationplace.com, May 18, 2021)

"This book is the result ofa disciplined focus on connecting people and ideas across disciplines and borders. It reflects what he considers important and good practice based on his conversations with many of the world's leading thinkers and practitioners dedicated to developing and nurturing community identity and place reputation. ... serve our purpose in helping our communities strengthen their identities, enhance their image and reputation, or pursue our own studies and explorations of this fascinating world we live in." (placebrandafrica.com, May 14, 2021)