Cities throughout Europe are increasingly importing the concept and techniques of product
branding for use within place marketing, in pursuit of wider urban management goals, especially
within the new conditions created by European integration. However, there is as yet little consensus
about the nature of city branding, let alone its role in public sector urban planning and
management. This exploratory paper will first, use contemporary developments in marketing
theory and practice to suggest how product branding can be transformed into city branding as a
powerful image-building strategy, with significant relevance to the contemporary city. Second, it
will define city branding, as it is being currently understood by city administrators and critically
examine its contemporary use so that a framework for an effective place branding strategy can
be constructed