‘Branding’ a location in order to ‘sell’ it, that is, to make it more attractive; a tool to promote the attractiveness of a locality in such a way that target groups know its distinctive features and are persuaded to go there. See Hospers (2011) Tijdschrift 102, 3, 369. Hospers (2010) Place Branding and Public Diplomacy 6, 280 is also useful on the limits of place marketing.