Place Marketing and Place Branding: Bibliometrics Analysis

Abstract

In an increasingly globalized and competitive environment, cities, regions, and nations are adopting strategic approaches to distinguish themselves and attract desired audiences. Place marketing involves the application of traditional marketing principles to promote a geographical location's unique offerings—such as cultural attractions, economic opportunities, and quality of life—to target groups like tourists, investors, and residents. It focuses on tactical initiatives aimed at enhancing a place's appeal and competitiveness. ​

Complementing this, place branding delves deeper by shaping and managing the long-term identity and reputation of a place. It encompasses the development of a coherent narrative and set of associations that resonate with both internal stakeholders (residents, businesses) and external audiences. Unlike product branding, place branding must encapsulate a location's history, culture, values, and aspirations, fostering emotional connections and instilling pride among locals. ​

While distinct, these two concepts are interrelated; effective place branding provides the foundational identity upon which place marketing strategies are built. Together, they ensure that promotional efforts are authentic, strategic, and resonate with both internal and external stakeholders, ultimately contributing to sustainable economic and social development.

This paper aims to examine the distinctive characteristics of multiple case study research design by analyzing studies conducted within the domains of place branding and place marketing, as documented in Scopus-indexed publications from 2000 to 2025.