Abstract
This chapter argues for the need to rethink the theory and practice of place branding and in doing so, it outlines the rationale for this book. We propose four major questions that guide the rethinking undertaken here: (a) why is place branding important? (b) what builds place brands? (c) who builds place brands? and (d) what is place brand management? Possible answers to these questions are given throughout the book and, while not always explicitly, all chapters collectively attempt to provide a clearer appreciation of their interrelations. The chapter ends with a brief description of each chapter and its contribution.
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