ABSTRACT
A third option-that several small places engage in joint place-branding activities on
the basis of perceived similarities-is not being considered in the current article due to
the nature of the empirical case study, but while inter-local coalitions will, undoubtedly,
add to the complexities of stakeholder relations, the coalitions could also facilitate focus-
ing of branding efforts on the (presumably relatively few) commonalities between the
localities involved.
