Place Marketing Techniques to Attract New Residents to a City

The book "Place Marketing Techniques to Attract New Residents to a City" by Priit Rosin offers a comprehensive analysis of the branding strategies that cities can employ to attract new residents. It examines the characteristics of successful city brands and compares them with cities that are less successful in branding. The focus is on the Estonian city of Pärnu, which serves as a case study to illustrate how a city can develop and promote its image. The book argues that cities, much like commercial products, need a strong brand to succeed in the competition for new inhabitants. It is emphasized that an effective branding strategy cannot be viewed in isolation but must be implemented in conjunction with other factors to achieve the desired success.