Place branding as an approach to the development of rural areas: a systematic analysis of web of science ‘geography’ literature

Abstract This review examines the evolving role of place branding in rural development through a thematic analysis of 30 peer-reviewed articles drawn from place-based literature. Using the Web of Science “Geography” category as a starting point—selected for its alignment with spatial and territorial development research—the review explores how place branding is conceptualized and applied across diverse academic fields. Although grounded in geography, the selected literature also reflects contributions from planning, rural sociology, and regional development, underscoring the field’s interdisciplinary breadth. Findings reveal that place branding is increasingly understood not merely as a promotional tool but as a governance mechanism that shapes rural identity, supports economic revitalization, and advances sustainable development. The analysis identifies a strong reliance on qualitative research, limited theoretical engagement, and a geographic bias toward studies from Europe and North America, indicating the need for broader comparative and globally inclusive research. The articles cluster around four thematic categories: (1) the positioning of rural areas within global market-oriented systems; (2) branding as a tool to support development pathways—production, consumption, and sustainability; (3) stakeholder networks and collaborative dynamics in branding implementation; and (4) branding as a governance strategy for territorial development. The review concludes that place branding has matured into a multidimensional strategy within rural development. However, future research should address conceptual inconsistencies, expand the geographical scope of study, and strengthen theoretical foundations. A more integrated, context-sensitive approach will be crucial for understanding how branding can contribute to inclusive, resilient, and sustainable rural futures.