Place Rebranding: The Future Perspectives of the Municipality

Today, places are competing among themselves in the market to attract tourists, students, people, investors. Thus, just like commercial brands, place brands need to distinguish themselves in the market in order to be appealing to the target audience, and in accordance with the future, long-term vision of place development. Still, many places lack the systematic place brand management as a tool to support the future vision and development of the place. The paper contributes to the scholarship of place branding, more specifically the aspect of rebranding. The paper explores the holistic approach to place rebranding of Valjevo. The originality of the paper is seen in presenting for the first time and codification of the term holistic place rebranding approach (Acronym: HPRA).