“…Place branding can take numerous forms as evident in the literaturefrom references to destination branding (Balakrishnan, 2008); to nation branding (Anholt, 2002(Anholt, , 2006Rainisto, 2003); place marketing (Ashworth & Goodall, 1990;Kalandides & Kavaratzis, 2009;Madichie, 2020); place management (Kotler & Gertner 2002); and city branding (Lucarelli & Berg, 2011;Madichie & Madichie, 2013). However, drawing inspiration from Parker (2008;, the case for place branding derives a scholarly anchor, which appealed for more joint research between academics and practitioners, in order to ensure that research is academically grounded but practically relevant.…”