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This study aims to outline an axiology of inclusivity, which can facilitate self-reflection on the possible impact of acting and pursuing a more inclusive branding and marketing for places.

By deconstructing the main assumption, which constitutes the new inclusive paradigm in the marketing and branding of places as more participatory, responsible and democratic, this article tackles critical and pragmatist concerns about the political dimension and its implications for branding and marketing theories and practices in the realm of places.

The article argues that, to be understood and enacted as inclusive, branding and marketing should be seen and act as (bio)political arts of government, characterized by the impolitical as an alternative form of political praxis, whose axiological foundation is based on a particular form of civism, which offers a different mode and stance of approaching political effects and impacts for all stakeholders involved.

Little has been written about the political value, substance and appearance that indicate inclusivity as a fundamental notion for participation, engagement and democracy. This article contributes to the existing literature, arguing that inclusivity should be demystified, as it may present a self-fulfilling discourse that might create political problems.

The paper aims to offer an approach that allows an analysis and construction of a typology of virtual city brand co-creation practices.

The approach is illustrated by using data collected in regard to the branding of Stockholm; it is based on visual representations expressing the process in which brand co-creation unfolds in a network of different affective modalities.

Virtual representations emerge as expressive trans-locations that obtain communicative qualities in which practices are included and also in which practices are constituted. Practices represent how experiencing is carried out by different stakeholders’ relationships and emotional interactions. They are labeled as contributing, using, esteeming and opposing. These practices constitute analytical abstraction that represent different power plays between the visual and material content of the images, the technologies of production and the display and performance of the virtual.

The focus on practices suggests a way to perform a critical analysis that could be used to research the performative process of co-creating brands in a way that the practices offer signals that can be used to grasp the dynamism of the process. Further, it suggests that the analysis of the practices in the virtual realm has the potential to unfold the material, nonlinear dynamic of communication that resides beyond forms of meaning and cognition.

The offered approach posits an alternative view of co-creation in which the process is uncontrollable by any stakeholders involved; the process might therefore not have a start and end or it could start everywhere in the internet and can transform at any point in space-time.

It contributes to the research on performative place branding by problematizing the issue of agency. It does so by displaying the way in which the process of virtual city brand co-creation could be analyzed based on practices involving the co-construction of visualization and materialization. Analytically, by dealing with virtual representations where practices of brand co-creation unfold, such an approach also helps to unpack the consequences of those practices and can highlight the technologies that are used and the specific qualities of the visual objects enacted.

Although information technology has been at the centre of attention of political branding for some time, research has traditionally focused mainly on its role in the facilitation of communication. This paper aims to unpack the role of information technology in the emergence of new cyber political brands.

This research uses a dual case study approach that focuses on the relationship between branding, politics and information technology. The analysis focuses on two successful political cyber brands: the Italian Five Star Movement and the Czech Pirate Party. Data collection covering the time frame between their emergence and their political success occurs through netnographic methods.

Cyber political brands emerge and materialize in different forms. The present analysis allows for a delineation of three conceptual elements that characterize the constitutive interrelationship of information technology in the emergence of cyber political brands. The first conceptual element, organization, refers to how political brands become structured around linked activities. The second conceptual element, orientation, describes how the activities of a political brand are directed to build a specific path and legitimize courses of action. The third conceptual element, operation, delineates the processes that anchor and stabilize the political brands in its “own” culture, establishing specific base activities.

Information technology and the techno-culture emerging around the two cyber party brands can be seen as the possible delineations of new “cleavages” in the form of “information technology-culture” which enables potential electoral success.

The present study by offering the conceptualization of the cyber political brand shows how political brands can reflect a type of performative cultural branding where they become able, as a networked-medium, to assemble a specific techno-culture. In terms of political brand development, the current analysis offers a framework that allows us to consider the process of political party development in a new fashion.

The purpose of this paper is to offer a framework for the analysis and evaluation of city brands equity that is firmly anchored to the interdisciplinary characteristics of the city branding research domain.

The study builds upon a database of 217 articles dealing with the phenomena of city branding retrieved from Lucarelli and Berg.

City brands are understood by different scholars as being characterized by both intangible and tangible elements, properly researched adopting a mixture of different methods and endowing certain type of outcomes that concern both the more directly related image and identity of the city as well, to a larger extent, the socio‐political and economical aspects.

The study is based only on published English articles in the last 20 years.

The present paper suggests a framework that is based on the individualization of diverse city brand elements and the relations those have with the reported impact and the methodologies applied to reach this purpose. The framework can be used for both analyzing city brand equity research and practices. The paper contributes to the emerging field of city branding by offering a city brand equity framework that goes beyond the previous attempt in its interdisciplinary breath.

The aim of the paper is to carry out a contemporary and concise “state‐of‐the‐art” review of the city branding research domain, in particular how scholars have approached this field of study, what aspects of city branding have been studied, what cities have been chosen, and how the studies are designed.

Through an iterative search in multiple literature databases, 217 qualified research studies on city branding were identified and retrieved. Those studies were examined, analyzed and categorized according to six categories: bibliographical data, methodologies used, empirical foundation, conceptual frameworks, branding elements, and reported outcomes of branding efforts.

City branding is emerging as an internationally recognized research domain characterized by a high degree of multi‐disciplinary, rapid proliferation in and between disciplines, and a somewhat fragmented theoretical foundation. On the basis of research interests, three perspectives were identified (producing, consuming, and criticizing city branding) emerging across academic disciplines

The study is based on research articles in English, published in academic journals, which limits the international and professional scope of the study. Another limitation is the selected time period, which does not include studies prior to 1988 or later than 2009.

As a state‐of‐the‐art review, the main contribution of this paper is a contemporary and comprehensive overview of the field as such. A methodological contribution is the attempt to run a multi‐variate analysis of the branding elements in relation to the output and performance data reported in the studies. Another contribution is the identification of three cross‐disciplinary research perspectives in the field today.