ABSTRACT
Place branding is widely recognized as phenomenon having inherent political consequences. Research literature on the political dimension of place branding is rather scattered, thus missing to give a coherent political view in the literature. The main reason is the presence of a hegemonic discourse on place branding, as a form of economic-led neoliberal activity, which presents ‘marketing approach’ of place branding – with its vocabulary, concept and ideas – consolidating to be the common-best approach for analysing place branding. In order to open the possibility for renewed critical research, the chapter offers a framework that can support researchers embracing a critical political research agenda for place branding. The framework allows one grasp and analyse the crude realities and everyday mundane politics practices happening in relation to place branding.
