About Us
For over twelve years, The Place Brand Observer (TPBO) has been a leading global hub for place branding knowledge, proudly rooted in Switzerland. We bring Swiss precision and quality to the global stage as the only platform connecting research with real-world practice.
Our Place Brand Leaders Yearbooks and special editions are the benchmark for excellence in place leadership, spotlighting trailblazing cities, regions, and countries - and destinations. Each edition shares inspiring stories, profiles top industry professionals, and provides unparalleled insights into trends and innovations shaping the future of place branding.
Alongside the Yearbooks, our Custom Reports offer in-depth, tailored analyses of a place’s unique brand strengths and potential, delivering actionable insights for strategically developing communities and reputations.
The Story Behind TPBO
Back in 2014, The Place Brand Observer was born out of a vision to bridge research and practice in place branding. Founder Florian Kaefer started TPBO while completing his doctoral studies in Aotearoa New Zealand, inspired by a deep interest in how places define and share their unique identities on the world stage. While rooted in Swiss qualities—neutrality, reliability, and commitment to quality—TPBO is truly global in its reach, focus, and attitude.
Florian’s journey has taken him across four continents, living in places like Germany, the UK, Spain, and New Zealand before finally settling in Switzerland with his young family. These experiences have given TPBO a unique perspective on the diversity and challenges of place branding, shaping it into a platform that empowers places to showcase their unique strengths and build meaningful, lasting reputations.
Impact Stories
Our Impact Stories series highlights the dedication of cities, regions, and countries to meaningful, community-focused development. These stories showcase how places around the world are making real, measurable impacts in sustainability and reputation-building through place branding.
The Place Brand Impact Awards celebrate excellence in aligning place branding efforts with sustainable development, offering insights into best practices from top performers.
Benchmarking
Our Observatories provide comprehensive profiles on the brand performance and reputation of cities and countries worldwide. This unique resource offers an independent snapshot of each place’s brand, combining insights from globally recognized indices to help guide strategic decisions.
Who's Who
Our world map of place impact makers features over 450 professionals in place branding—the most comprehensive directory of its kind. This resource offers an invaluable look into the individuals making a difference in the field worldwide.
We recognise the world’s most respected place professionals through our Hall of Fame, where those with three or more peer nominations earn a place of honour. This peer-driven selection process highlights the highest standards of excellence within place branding.
Resource Hub (Insights)
Your go-to source for practical guidance, insights, and expert advice on place branding. Our panel of experts is one of TPBO's strongest assets, bringing together a unique mix of leading academics and practitioners. This diverse panel provides invaluable insights, reflecting TPBO’s commitment to openness and independence as a trusted platform for anyone interested in place branding.
The How-To articles and success strategies draw on this combined wisdom, offering clear steps for success and insights into avoiding common pitfalls.
The Team
At The Place Brand Observer, Florian Kaefer serves as the publisher and steady leader of the platform. While Florian provides continuity, the rest of the team evolves, offering early-career professionals worldwide a unique opportunity to gain hands-on experience in place branding.
Over the years, dozens of individuals have contributed their skills to TPBO, benefitting from networking, early career opportunities and exclusive insights into the fascinating world of place management and development.
Current Team
- Nafisa – Project Lead (Africa & Middle East), an Oxford graduate, based in Rwanda
- Aditya – Associate Editor (Research), a geographer and researcher by training, from India
- Saskia – Associate Editor (Destinations & Sustainability), sustainable tourism champion from Austria
- Alexander – Associate (Analyst), originally from South Africa, now in Switzerland
- Enda – Place Performance Analyst, based in Perth, Australia
- Gerrit – Designer, Publications, based in Northern Germany
- Naveen – Web Designer, based in India
This evolving collaboration brings fresh ideas and perspectives to TPBO, with team members from nearly every continent contributing unique insights that strengthen our global outlook on place branding.
TPBO is at the frontline of trends and strategies in place marketing and branding, bringing together professionals, researchers as well as practitioners from all over the world. The most trustworthy and reputational organization in our field.
Olga Rauhut Kompaniets
Senior Lecturer & Program Director, Halmstad UniversityThe Place Brand Observer is a unique organisation based in Switzerland, one of the world’s most respected countries that is taking a scientific and considered view of nation branding and soft power. As such, its efforts have to be applauded.