Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book aims at consolidating the critical perspectives on place banding and at laying the foundations for a more responsible development of the place branding discipline. It identifies novel, inclusive alternatives for theory and practice and explores the preconditions necessary for a constructive turn towards more socially responsible practices. The book suggests that the alternative of a relational brand orientation as the solution and a way forward both for Stockholm and for place branding in general. It examines from an inclusiveness point of view a campaign that has raised significant commentary 'Stockholm – The Capital of Scandinavia'. The book also examines the rather strange case of how an orange tie derailed the state's branding effort. It also explores the political dimensions and the political consequences of place branding.