ABSTRACT
This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapters of this book. The book discusses the introduction of the tentative concept of the 'right to the brand'. Certain auras and stigmas may be obscured by a brand, but they never disappear, as they may eventually come back like dreams emerging from the subconscious. There are a number of perspectives on city branding that have been just partly investigated, or not at all, in the urban studies literature. In the extreme case of memorial sites, for instance, the idea of branding may be considered immoral, as most people probably think that there has to be a moral limit to commodification, as in selling Holocaust memorabilia. Since many branding strategies are grounded in the celebration of the historical heritage of cities, some ghosts are definitely useful in order to effectively lead people to the nostalgia of the memories of the past.
