This paper reports a qualitative research study on the process of strategic place brand management. Building on the previously published theoretical model of strategic place brand management by the authors, this study uses semi-structured interviews with 15 place branding practitioners working in different geographical locations to confirm the components of strategic place brand management and to explore the relationships between those components. This is the first empirical study to consider place branding across a number of different locations, and also makes a valuable contribution in a field in which many of the main theoretical models have not been empirically tested. The research confirms the components of the earlier theoretical model, but suggests that relationships between components may be context dependent. The study makes managerial contributions by offering a refined, holistic and new practitioner lead strategic place brand management model to help those embarking on the process move through a systematic and effective place branding approach.