ABSTRACT
Each city, region, or country is different from others, with its own geographical characteristics and resources. It has its own history and is home to a population with its own values, degree of openness to others, communities, and social structure. Political systems, regimes, and policy choices also matter significantly, since the development of places are also shaped by these elements. This chapter argues that these remarks are necessary to contextualise the discussion around place-branding and -marketing processes and that it is impossible to address issues of place promotion without looking at the situation and characteristics of a place, especially the policy choices made. This statement does not at all imply that communication and marketing efforts are useless. However, promotional actions should be seen through the lens of places’ institutional features and political choices.
