"Rethinking Place Branding" is a professional book that addresses the theoretical foundations and future development of place branding. In an era where place branding is considered a widespread yet controversial practice, this book offers a critical and evidence-based perspective on the subject. It gathers contributions from leading experts who illuminate significant questions and demonstrate how place branding can contribute to cultural, economic, and social development. The combination of theoretical analysis and practical examples makes the book an essential read for professionals and enthusiasts in the field of place branding. The accessible language and well-founded approach promote a deeper understanding of the topic and encourage reflection on the future role of place branding.