This innovative book explores micro-level neighborhood branding and the creation of distinct local identities in neighborhoods.

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

Introduction 1. Place Branding and Identity Formation 2. Why Here? 3. The Neighborhood Brand 4. Communicating and Sustaining the Neighborhood Brand 5. Interactions with Governing Bodies 6. This Place is Me 7. Conclusion and Implications