Place brandings present and past realities, and future research agendas

Abstract

In this introductory chapter the authors provide some background and insight into how and why they undertook editorship of this book, A Research Agenda for Place Branding. This is followed by examination of the present and past realities of place branding, and the role that critical junctures in history may play in activating the ‘reset buttons’ for different forms of public diplomacy (place branding included). With this in mind, the constituent chapters of the book are summarised, with key themes identified. In conclusion, there is a reprise of the notion of historical resets for societies and their institutions and activities. It is suggested that the chapters within this book serve as an excellent start to such a rebooted journey for place branding, providing a wealth of creative and innovative suggestions on how it might be done, thought about, and researched differently in the future.