Introducing place branding as valuation: The case of Limerick’s bid to become European Capital of Culture

Annmarie Ryan, Teea Palo, Department of Management and Marketing, Kemmy Business School, University of Limerick, University of Edinburgh Business School

Marketing Theory

Published online on May 31, 2026

Abstract

Marketing Theory, Ahead of Print.
This paper examines how valuation practices shape place branding through the case of a city bidding to become European Capital of Culture (ECoC). While place branding research has emphasised stakeholder involvement and identity construction, less ...