Critical views of place branding which focus on its unexplored consequences on the physical and social fabric of places are emerging. Place branding is now seen as an essentially political activity, serving hidden agendas and marginalizing social groups and is transitioning from a response to the competition between places to a truly inclusive and participatory process to support the advancement of both the economy and social fabric of places alike. Kavaratzis, Giovanardi and Lichrou present an edited much-needed volume introducing critical approaches to place branding to assist the development of inclusive models and frameworks in both theory and practice. The book explores the tensions inherent to the politics of place representation and place discourse, ultimately exposing the political nature of place branding, its power dynamics and particular interests. The contributions within argue for more responsible and socially-oriented approaches with greater stakeholder engagement, acknowledging the collective ownership of place identity in a form of activism in favor of residents’ right to participate in decision-making affecting their places.