Place Branding is an umbrella term for research in place marketing, place management, destination image, destination branding and the place-of-origin effect. It is an important economic and social phenomenon that is attracting increasing interests from practitioners and academics alike. 

Our mission is to advance research in the phenomenon of place branding and its corollaries where place is of central significance to global marketing.

The Program adopts a distinctive interdisciplinary approach combining cutting edge research in branding and marketing, with ideas, theories and methodologies from human psychology, sociology, political science, geography and planning.

The program covers six core areas of research:

City Branding
Destination and Tourism Marketing
Strategic Marketing Communication
Place and Consumer Behaviour
Marketing for Business, Public and the Non-profit Sector
MICE (Meeting, incentives, conventions and exhibitions)