ESCP Europe

This book is a valuable addition to current thinking on the subject of place branding. In particular, it capitalizes on gaps across the virtual and physical global economy and builds an overview of the relevant principles, philosophies, fundamentals and models. Beyond logos and slogans, spin and gloss, it links concepts of place identity, projected image, product offering, consumption experience and perceived image in full coverage and in an orderly, theoretically modelled, manner, dividing the book into relevant parts and chapters. Each part consists of a theoretical chapter and relevant research-based case studies.