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This study investigates the UNESCO Creative City of Gastronomy Network as a global spatial brand and explores the tensions that emerge when this global brand is appropriated locally.

This paper is based on case study research that uses critical discourse analysis to identify the implications of a transferable learning capacity.

This paper identifies three different types of tensions in place brand management that emerge during the local appropriation of global brands: tensions inherent in multi-scalarity, tensions associated with integrating governance and strategy-related tensions.

This study advances the theoretical understanding of the spatial complexity inherent in place brand management practices by focusing on the UNESCO Creative City of Gastronomy Network as a global brand in a Scandinavian context.