An Insider’s Guide to Place Branding

Book | © 2021 How can we shape the identity and reputation of cities, regions and countries?

An Insider’s Guide to Place Branding (Springer, 2021) sets out to answer this question. This professional guidebook highlights brand development and management for cities, regions, countries, and destinations. It presents a unique collection of expert interviews, combined with latest research insights and thoughts on the most relevant topics and trends linked to the reputation, brand development and management of cities, regions, countries and destinations. This is a book which offers inspiring personal stories and reflections, and at the same time serves as essential know how guide for busy place managers, marketers and developers who care about the reputation and well-being of their community.

An Insider’s Guide to Place Branding

About the author

Florian Kaefer, PhD is the founder and editor of The Place Brand Observer, a leading knowledge hub on place brand strategy and location reputation, with a particular focus on talent attraction, fdi and economic development.

Over the last 8 years he has interviewed more than 250 location changemakers and champions of place brand leadership, many of whom are now part of the expert panel hosted by TPBO, with insights published here on

Dr. Kaefer obtained his PhD in management communication from the Waikato University Management School in New Zealand. He holds a master’s degree in sustainable development (Exeter University, UK) and a bachelor’s degree in tourism management (Brighton University, UK).

He is the author of the book Sustainability Leadership in Tourism: Interviews, Insights, and Knowledge from Practice (Springer, 2022).

Currently based near Zurich, Switzerland, Florian is also the founder of Sustainability Leaders United. As a management coach and public speaker he focuses on the links between sustainability, place brand strength and location reputation.

Interested in booking Florian as coach or speaker? Visit his Speaker Profile

Florian Kaefer Speaker Brand Finance Forum 2022


EUR 42.79
(Price excludes VAT)
  • ISBN: 978-3-030-67144-0
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only

Hardcover Book

EUR 74.99
(Price excludes VAT)

Bibliographic Information

Book Title

Sustainability Leadership in Tourism

Series Title


Springer Cham

eBook Packages

Book Subtitle

Interviews, Insights, and Knowledge from Practice

Series ISSN


Number of Pages

XX, 640



Florian Kaefer

Series E-ISSN

Springer Cham

Edition Number


Copyright Information

The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022