Place branding: is it public policy, or isn’t it?

Abstract This article explores the question of whether place branding should be considered a public policy. While place branding has gained attention in the fields of marketing and related disciplines, its connection to various public policy areas highlights its broader implications. This study aims to provide conceptual clarity on the matter, arguing for the inclusion of place branding within the public policy discourse. The article employs a conceptual framework to assess the alignment of place branding with the key attributes of public policy. A comparative case study of nation branding practices in seven European countries—Estonia, Italy, Latvia, Luxembourg, Portugal, Spain, and Slovakia—is conducted to assess the applicability of the conceptual framework of public policy to studying nation branding. The case study demonstrates the potential of such approach, highlighting gaps and challenges in the current practices of nation branding. The article concludes by discussing the implications of applying the policy approach to place branding and exploring future research opportunities.