Unravelling the complex relationship between nationhood, cultural identity and place branding

It has long been established that marketing theories can have wide application in practice. Marketing is no longer to be seen and practiced solely in the domain of business firms. The broadened context of marketing sees it application in politics, education, public services, planned social change, religion and in the marketing of nations (Kotler and Levy 1969). Since Kotler and Levy's seminal paper in 1969, the marketing of place is now widespread both in practice (Hankinson 2004) and in academia (Papadopoulos 2002). The concept of branding is one that is now commonly applied to place marketing, yet this concept does not have universal acceptance. The issues are further complicated as studies into a place's brand identity are closely linked to studies of national identity, which is itself closely linked to the concept of a nation's cultural identity. This paper attempts to unravel the complex issues surrounding place branding by reviewing the literature that may offer insight into the relevance, appropriateness and practical application of the brand concept when applied to places.