This book delves into neighborhood branding by looking at the city of Orlando and the identities that set each neighborhood apart from another. The word Orlando is almost synonymous with Disney, Mickey Mouse, and for good reason. But what other brand identities does the place have?

Introduction 1. So, What is a Neighborhood? 2. Orlando's Neighborhood Philosophy 3. Emotional Reasons for Choosing a Neighborhood 4. Pragmatic Reasons for Choosing a Neighborhood 5. #OrlandoUnited: Community Cohesion after Pulse Conclusion: Theorizing Neighborhood Brands

Staci M. Zavattaro, PhD, is associate professor of public administration at the University of Central Florida. She serves as editor in chief of Administrative Theory & Praxis and focuses her research on place branding, administrative theory, and social media use in government.