Case Studies & Examples

Case studies and examples of how cities, regions, countries and destinations approach their positioning, branding and development. Some are written as showcases or practitioner perspectives, others are interviews with the people responsible for a place’s strategy, from Minneapolis–Saint Paul and Hamburg to Canada, Vilnius and Emilia-Romagna.

Each piece looks at what a place is trying to achieve, how it works in practice, and what others can learn from it. For conversations about the field more broadly, see our Interviews and the Who is Who.

New Zealand: The Intriguing Story of a Destination Brand

Florian Kaefer -
For those interested in the branding and reputation of destinations, New Zealand is an intriguing case. Here's a summary of our special series on the origins, success and challenges of the country's 100% Pure New Zealand brand proposition.

Media Coverage of Clean, Green and 100% Pure New Zealand

Florian Kaefer -
Summary of research conducted for assessing place brand credibility in the case of 'clean, green' and '100% Pure' New Zealand destination brand positioning.

Place Brand Credibility: Example New Zealand

Florian Kaefer -
When place brand credibility and legitimacy are challenged: learn about the case of 'clean, green' and '100% Pure' New Zealand.

Origins and Success of 100% Pure New Zealand Destination Brand

Florian Kaefer -
'100% Pure New Zealand' is widely regarded one of the most successful destination branding campaigns. But how did it all start? Find out in this summary of literature on the origins and success of the 100% Pure New Zealand campaign.

How Stockholm Positioned Itself as The Capital of Scandinavia: City Branding Example

Editorial Team -
Julian Stubbs of Up There, Everywhere reflects on the city branding successes and challenges of Stockholm as "The Capital of Scandinavia."

India: From Nation Branding to State Branding and Competitive Federalism

Editorial Team -
India nation brand expert Aparna Sharma discusses how Indian states have begun to develop their own brands and to position themselves internationally as business hubs, leading to representations of state and nation next to each other at important events, such as Davos.

Destination Branding: How to Create a Sense of Place in Airports

Editorial Team -
Learn how destination branding is used as concept to create a sense of place at airports around the world. Article by our Expert Observer Svetlana Masjutina.

Mayra Nieto on Sustainability Strategies at Park Güell, Barcelona

Editorial Team -
Mayra Nieto on how Barcelona cut visitor numbers to Park Güell's Monumental Zone from 9 million to 2 million a year, capped simultaneous access at 400 people, and kept resident access free.

Xavier Suñol Ferrer of Barcelona City Council on Tourism and Sustainability

Editorial Team -
Xavier Suñol Ferrer of Barcelona City Council on 30 million visitors a year, suspending accommodation licences, and measuring success by resident perception surveys.

How to Brand a New Housing Development: Case Study Hudson Woods, New York

Editorial Team -
Case study by NYC-based Studio Sanderson on how to brand a housing development and create a sense of place, example Hudson Woods, New York.

How to Change a Destination Name: Case Study Lane County, Oregon (USA)

Editorial Team -
Case study on how to change a destination name: from Lane County to Eugene, Cascades & Coast - by city branding expert Bill Baker, Oregon (USA).

How to Develop a City Brand Strategy – Example Mississauga in Canada

Editorial Team -
Get behind-the-scenes information and useful insights into how to develop a city brand strategy in this case study on the city branding of Mississauga in Ontario, Canada.

Place Branding Case Study: Developing a Brand Strategy for London Bridge, UK

Editorial Team -
Case study on the brand development for the London Bridge neighborhood, by place branding strategy consultant Malcolm Allan and Place Marketing Manager Donald Campbell.

Christopher Luxon on Destination Branding Success And the Role of National Carriers Like Air New Zealand

Editorial Team -
Air New Zealand CEO Christopher Luxon discusses the national carrier's role in communicating New Zealand's destination branding, and the country-of-origin benefits.

Branding a Stateless Nation: Public Diplomacy Strategy of Catalonia

Editorial Team -
How to represent and promote a stateless nation internationally? Case study on nation branding, cultural and public diplomacy strategy of Catalonia (Spain).

How to Brand a City Destination: Case Study Vienna, Austria

Editorial Team -
Bernhard Klein reflects on the destination branding of Vienna, Austria, and how existing brand image and preconceptions influenced Vienna's brand strategy.
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