Journal of Place Management and Development

Purpose – The aim of this research is to examine the place brand construct and to establish its role in the sustainable development of a place. This research reviews the evolution, development and effectiveness of the place branding concept from the perspectives of regeneration, growth and sustainability.

Design/methodology/approach – The main research focus is on establishing key facets responsible for driving the brand of a place and examining the relationship between them in terms of achieving sustainability. A place-specific branding campaign (using the Liverpool '08, European Capital of Culture status) was considered and data collected from the key stakeholders in Liverpool.

Findings – The findings suggest that place branding plays an important role in the sustainable development of a place, provided that the momentum of progress is maintained. In turn, these sustainable developments help promote the place and thereby create stronger place brands.

Research limitations/implications – Whilst some of the facets identified in this study are place-specific (Liverpool is a port, for example), there is much of a generic nature here and the facets identified in this research could provide useful practical constructs for place branding practices and may therefore become the basis of a formal place brand framework which has a more generic application in terms of sustainable development.

Originality/value – This research paper provides better understanding of place branding and further explores its role into sustainable development through relationship framework.