Brand management is now being applied to places to stimulate economic and social development. While the literature advocates the benefits, it suggests that the process of implementation is not understood. Referring to the corporate brand-place brand analogy and the important role of senior management in corporate branding, this paper examines the role of community leaders, as the senior management equivalent, in two cities which have implemented a place brand strategy. This paper provides an insight into the importance of community leaders as drivers of the place brand as well as the cultural change which may be required to ensure the desired outcome.
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