This chapter contributes to the understanding of the essence and representation of places by considering the personification of places and their relationship to the notion of place brand personality. More specifically, the chapter reviews the personification of places and its link to place representations in place marketing and branding. The theme of place brand personality is further developed and critiqued with reference to traditional theories associated with brand personality. A review of the existing body
of theory and research on place brand personality demonstrates the need for further research into place and destination brand personality. The chapter culminates with proposals for further research in this area and suggestions for further embedding the notion of personality in place branding practice.