Rethinking Place Branding: Comprehensive Brand Development for Cities and Regions

The Need to Rethink Place Branding.- Rethinking the Place Branding Construct.- Rethinking the Place Product from the Perspective of the Service-Dominant Logic of Marketing.- Rethinking Sense of Place: Sense of One and Sense of Many.- Rethinking Place Identities.- Rethinking Virtual and Online Place Branding.- Rethinking Strategic Place Branding in the Digital Age.- Rethinking Place Branding from a Practice Perspective: Working with Stakeholders.- Rethinking the Roles of Culture in Place Branding.- Rethinking Place Branding and Place Making Through Creative and Cultural Quarters.- Rethinking Place Brand Communication: From Product-Oriented Monologue to Consumer-Engaging Dialogue.- Rethinking the Visual Communication of the Place Brand: A Contemporary Role for Chorography?.- Rethinking Place Branding and the "Other" Senses.- Rethinking the Measurement of Place Brands.- Rethinking Brand Equity: Possibilities and Challenges of Application to Places.- Sketching Futures for Place Branding.