Place and Destination Branding: a review and conceptual mapping of the domain

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Although there is increasing interest in place and destination branding, the inter-disciplinary nature of the field poses challenges for the development of a coherent knowledge base. With a view to informing both research and practice, this article presents a systematic review combining place and destination branding, identifying and defining its core themes, and developing a conceptual map of the inter-play between them. The following key themes are identified: general, brand identity, image and personality, politics, heritage, communication/media, country-of-origin, and designscape and infrastructure. The article concludes with an agenda for further research including the need for research on specific themes across a wider range of place entities.


  • Destination branding, Place branding, Place identity, Place image, Infrastructure, Politics
Original languageEnglish
Pages (from-to)105-117
JournalEuropean Management Review
Issue number2
Early online date20 Oct 2020
Publication statusPublished - Jun 2021

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