ABSTRACT
This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapters of this book. The book offers diverse insights into the potential of place branding's potential to go beyond economic interests and goals, to focus on residents, to engage diverse stakeholders, and to embrace contradictions and marginalized groups. It demonstrates that the desirability of bottom-up approaches to the place branding/marketing process is not a taboo any more. The book motivates many to accept the challenge of moving place branding towards a more inclusive future. It exposes the nuances of inclusivity; the tensions and contradictions involved, revealed instances of inclusive initiatives, and identified opportunities for inclusive place branding theory and practice. The book offers lessons from Indigenous practices and knowledge for inclusive place marketing. It also offers a useful reference point for political studies scholars and marketing researchers interested in taking forward the rigorous examination of the politics of branding as applied to places.
