ABSTRACT
Place branding is influenced by discourses that determine best practices and norms. Experts are influential in shaping discourses and setting the stage for good branding work. However, few studies specifically explore their views on desirable and legitimate branding. This chapter proposes a model of “good” place branding, consisting of four ideal types: totemic, artistic, mimetic, and platformic. This model suggests that following these ideal types may negatively impact places. It may lead to two problematic outcomes: separation, when branding is detached from the core value-creating practices in a place, and homogenisation, when the main issues faced by a place are not addressed because of priority given to the brand. In this sense, this chapter calls for the development of an expertise that does not jeopardise essential social values for the sake of increasing place-brand value.
