Part I - A Macro View of Place Branding
Chapter 1. Economic coopetition and the absence of comprehensive data: Why scholars and practitioners should work hand in hand
Chapter 2. Theorizing 'Value' in Sustainable Urban Branding Strategies
Chapter 3. The (Almost) Forgotten Co-producers: Co-creating Brand in Public Service
Chapter 4. The Brussels-Capital Region: Toward a more integrated strategy for Europe's capital?
Chapter 5. Municipal Branding and Social Media: Comparing Poland, Norway, and Ukraine
Part II - Internal Branding Strategies
Chapter 6. Branding from Within: Internal Brand Management in the Public Sector
Chapter 7. Branding the Public Service of Canada: A Model Worthy of Emulation or Unfulfilled Promise?"
Chapter 8. Branding for Morale
Chapter 9. Brand on the run? Marketization, market position, and branding in upper secondary schools
Part III - Concepts and Cases - Place Branding in Action
Chapter 10. #thatswhywestallis Shows the World How Good West Allis Feels
Chapter 11. Backfiring Boomerang Brands in Jakarta: The Case of the Great Garuda
Chapter 12. How to Close the Gap? Branding as a Solution to Declining Youth Participation
Chapter 13. From a Dog's Breakfast to a King's Table: Branding and Marketing a Major Research University.